The 2022/23 Russian large-scale potato sector has shown symptoms of overproduction. In fact, there is no overproduction, this is an artificially created situation in the sphere of trade controlled by foreign trading networks.
The potato is a strategically important food crop, whose role and consumption will only grow steadily in the future. In terms of energy accumulation in the crop per unit area, the potato significantly surpasses all other agricultural crops of a temperate climate; it is the most economical and efficient water user, providing high yields on marginal soils. The assertion of Russian agronomists of the 30th century that growing potatoes is like getting three ears of corn where one used to grow will be true in the future. Given these crop opportunities, global potato production is projected to double in the next XNUMX years. Russia has all the conditions and opportunities (soil-climatic and economic) to become a leading producer of high-quality commercial potatoes for the world market.
The reason for the insufficient sales of potatoes is often considered to be rather high prices in retail stores, comparable to the prices of cereals and pasta. Completely different food categories in terms of nutritional value have to compete with each other in the face of a decline in the purchasing power of the population in recent years. Prices can be normalized by introducing regulatory limits on the size of the trade margin (no more than 30%), introducing a standard for the share of domestic products in sales of retail chains (at least 90%), and banning potato imports. These are modern civilized macroeconomic instruments widely used all over the world in order to ensure food independence and support their producers. The Russian government has been waiting for 30 years for the self-regulation of the invisible hand of the market declared by theorists, which clearly hinders the development of the domestic economy both in general and in particular. In the current conditions, Russian potato growers themselves need to learn how to use more effective methods of selling products, for which it is useful to study and use the best foreign experience. As an example to follow, consider the Idaho Potato Trade Marketing System for 2023 - an accessible and fairly voluminous document. Currently, 150 enterprises in this state on an area of 120 thousand hectares annually grow about 5 million tons of potatoes, this is the third part of all American potatoes. And they successfully sell it, although they still rely on the old and rather original Russet variety (a large elongated oval tuber of not very regular shape, with a rough light brown skin and white flesh). The bulk of this crop is used to produce fries, but Russet continues to be popular as a table potato (about half of total US sales).
Basic conditions and factors for successful potato sales
1. Specialization and increase in production volumes. Small enterprises cannot supply potatoes to retail chains for a long time. Potato growing is more or less combined with vegetable growing, but it should be the main activity in this case too. It does not make sense and will not be successful if you grow potatoes in addition to something like a minor crop. Thus, large farms of the Republic of Belarus with the main specialization in meat-milk and fodder production, with rare exceptions, curtailed the production of potatoes. Only specialized farms continue the traditions of the once glorious Belarusian potato growing, but the volumes are not the same. Sometimes it is not enough for the domestic market.
2. Consolidation of enterprises growing potatoes. The Idaho Potato Association - Idaho Potato Commission (IPC) - was established in 1937 (!) Naturally, not overnight, but this led to a unified pricing and marketing policy, effective upholding the role and interests of the industry. The presence of a trade union that unites all makes it possible to act cohesively and in concert. To be honest, Russian potato growers are still a long way from unification. Self-sufficiency, isolationism, farm mentality prevail: “I can sell my potatoes myself.” There have been several attempts to unite and there are several industry associations, but they do not unite the entire potato community. At the regional level, cooperation of small enterprises is very relevant in order to enlarge and format the volumes of products sold. These are also isolated cases. And fragmentation does not allow expressing and defending the interests of the industry. It is not even possible to form a unified position if the association includes not only Russian enterprises, but also representatives of foreign companies that have completely different interests. Therefore, proposals often come from associations that lobby the interests of not Russian, but foreign companies.
3. High quality products. The position does not need justification, everyone should strive to reach a high level of quality. The problem is in the proportions: in the future, table potatoes will be competitive with a total yield of at least 40 t/ha and a marketability of at least 85%. Marketable potatoes mean that part of the crop that is sold at high prices. A few years ago, high prices for producers (i.e. from a warehouse) were considered to be $100/ton, and after the global increase in the price of goods and materials in 2021/22, at least $200/ton.
4. Variety of products. Despite the American conservative commitment to Russet, in addition to it, five other varieties of potatoes are constantly present on the shelves in the United States: yellow, red, white, gourmet and social. They are sold in different proportions.
Based on the analysis of long-term sales statistics, several regions of the country were identified with distinctive features of the consumption of various types of potatoes. These features are taken into account when planning the assortment of cultivation and sales.
And it is expedient for us to resolutely, but thoughtfully, expand the variety of table potatoes, the product line. The predominance of the same type of varieties on the shelves of Russian stores (in recent years it has been yellow rounded potatoes) deprives consumers of the opportunity to choose. And the lack of choice reduces the sales of potatoes in general.
5. Constant informing consumers about the usefulness of potatoes. The success of selling potatoes in Idaho is based, among other things, on the popularization of the nutritional and nutritional value of potatoes as a food product. We must honestly admit that we pay almost no attention to this aspect of promotion. Meanwhile, it is very important to convey scientifically based information to the consumer.
Potatoes are a high nutrient food. As you know, the usefulness of food is determined by the ratio of nutrients and calories. For example, a 100-gram serving of baked potatoes contains about 97 calories, or 5% of the recommended daily allowance. But that same serving provides 10% of your daily intake of dietary fiber, vitamin B6, and potassium, and 5% or more of thiamine, niacin, vitamin C, vitamin E, vitamin K, phosphorus, magnesium, and copper, plus more. And this proves that potatoes are a very healthy food.
Potatoes and green beans were ranked as the foods with the most nutrients per unit of money spent in a study of the 90 most common foods. The affordability, nutritional value, long shelf life and high yields of potatoes make them an important component of a safety strategy.
Potatoes are categorized as "starchy vegetables", highlighting the predominant macronutrient, carbohydrates, and the predominant carbohydrate type, starch. Potato starch is composed of amylopectin (branched-chain glucose polymer) and amylose (straight-chain glucose polymer) in a fairly constant 3:1 ratio. practically unchanged. This "resistant starch" (RS) is extensively fermented by microflora in the colon to produce short-chain fatty acids that have been shown to lower intestinal pH, lower toxic ammonia levels in the gastrointestinal tract, and act as prebiotics to promote the growth of beneficial colon bacteria. . New animal model studies and some limited human studies indicate that RS may increase satiety, positively influence body composition, positively influence blood lipid and glucose levels, and increase beneficial bacteria in the colon.
Potatoes contain two of the five RS subcategories: RS2, which is predominantly found in raw potatoes, and RS3, which is formed when potatoes are boiled and cooled. A recent study examined the amount of RS in three popular potato varieties cooked in two different ways (baking and boiling) and served at three different temperatures. The results showed that RS content in potatoes varied significantly depending on cooking method and temperature, but not on variety. For example, baked potatoes had more RS (3,6 g RS per 100 g potatoes) than boiled potatoes (2,4 g RS per 100 g potatoes). Also on average, chilled potatoes (originally baked or boiled) contained the most RS (4,3g RS per 100g potatoes), followed by chilled and reheated potatoes (3,5g RS per 100g potatoes) and potatoes served hot. form (3,1 g of RS per 100 g of potatoes). Even processed potatoes (such as potato flakes) appear to retain significant amounts of resistant starch.
In addition to RS, potatoes contain dietary fiber - about 2 g per 150 g, which is 7% of the daily value. They are found in both the pulp and the peel. White potatoes have a higher fiber content. The crude protein content of potatoes is comparable to most other root and tuber staples, at approximately 2-4 g per average tuber. Protein quality is often referred to as "biological value" (BC), which takes into account the amino acid profile of a protein along with its bioavailability. Egg white has a biological value of 100 and is considered a reference. Potatoes have a relatively high BV 90 compared to other key plant protein sources (eg soybeans with a BV of 84 and beans with a BV of 73). It is a common misconception that plant proteins are missing or missing one or more of the essential amino acids. In fact, potatoes contain all nine essential amino acids and are thus a complete protein. Potato protein is superior to other vegetable proteins and is similar to animal proteins in terms of the content of essential amino acids.
macro and trace elements. Potatoes contain many essential vitamins and minerals, most notably vitamins C and B6, as well as the minerals potassium, magnesium, and iron. A medium-sized potato (150 g) contains 27 mg of vitamin C, which is quite a lot. Potatoes rank fifth on the list of food sources of vitamin C for Americans. Potatoes also contain riboflavin, thiamine, and folate, and are a good source of vitamin B6 (12% of the US DV per serving).
Potatoes are one of the most concentrated sources of potassium, with tubers significantly higher than bananas, oranges and broccoli.
Potatoes are high in magnesium (about 48 mg in a medium-sized tuber with skin), and recent studies show that about 5% of the total amount of magnesium in the American diet comes from potatoes.
Iron, on the other hand, is not very high in potatoes (1,3 mg or 6% of the daily value in the US), but the bioavailability of this element is much higher than in many iron-rich vegetables.
It is a common misconception that all the nutrients are in the skin of the potato. It does contain about half of all dietary fiber, but most (> 50%) of the nutrients are still in the pulp. As with most vegetables, the bioavailability of many of the nutrients in potatoes, especially water-soluble vitamins and minerals, depends on processing and preparation methods. The greatest loss of nutrients occurs when water is used for cooking (boiling) and/or when the food is exposed to high temperatures for a long time (eg baking).
Phytonutrients. Potatoes also contain a variety of phytonutrients, primarily carotenoids and phenolic acids, and are the largest source of plant-based phenolic compounds in the American diet. Carotenoids such as lutein, zeaxanthin and violaxanthin are found mainly in yellow and red potatoes, although small amounts are also found in white potatoes. The total content of carotenoids in potatoes ranges from 35 µg to 795 µg per 100 g fresh weight. Dark yellow varieties contain about 10 times more carotenoids than white-fleshed varieties. Anthocyanins are phenolic compounds that are found in the cell sap of flowers, fruits, and plant leaves and give colors ranging from red to raspberry and blue to purple. The highest anthocyanin content in potatoes includes acylated petunidine glycosides (purple potatoes) and acylated pelargonidin glycosides (red and purple potatoes). Chlorogenic acid, a colorless polyphenolic compound, is a secondary plant metabolite and accounts for up to 80% of the total phenol content in potato tubers. Finally, Quercetin is a flavonoid found in the highest amounts in red and reddish brown potatoes and has antioxidant and anti-inflammatory properties in vitro and in vivo. Like other plant phytonutrients, glycoalkaloids have not only toxic effects, but also positive effects, including cholesterol lowering, anti-inflammatory, anti-allergic, and antipyretic effects. Despite all this information, it should be emphasized that the amount of glycoalkaloids in potatoes available for human consumption is usually low, and removing the seedlings and peeling the skin 3-4 mm thick on the outside before cooking removes almost all glycoalkaloids (for more details, see the Potato Journal). system" No. 2, 2023).
Potatoes do not contain gluten (a group of gluten-forming proteins in cereal grains that many people are allergic to), so they are a key carbohydrate source in the diet of people with celiac disease and/or gluten sensitivity. Simply cutting out gluten foods can lead to other nutrient deficiencies: fiber and several micronutrients, including thiamine, folate, magnesium, calcium, and iron. Because potatoes contain a number of these nutrients, they are a staple food for those who need or want to follow a gluten-free or gluten-restricted diet. On packages of potato chips (not the healthiest type of potato product), it is becoming fashionable to pay attention not to the high calorie content, but to the zero gluten content.
6. Rigid suppression of negative false information about the nutritional properties of potatoes. Idaho potato growers continuously scan the information space and promptly refute false information about the dangers of potatoes as a food product. They proceed from the fact that each negative message must be neutralized by four positive ones - on the same topic and on the same information channels. Philistine-amateurish reproaches against potatoes are periodically voiced by some nutritionists around the world, in three main areas:
Blood pressure/hypertension. The U.S. Food and Drug Administration (FDA) has approved an application for benefit potassium for health and normalization of blood pressure. Given their high potassium content and low sodium content, potatoes may be an ideal food for treating hypertension. However, one medical study concluded that high consumption of baked, boiled, and french fries is associated with a risk of developing hypertension. A closer examination of the results of this study showed that there are no grounds for such an unambiguous conclusion. In some cases, a positive relationship between potato consumption and the development of hypertension was observed only in women, while in men an improvement was noted. In addition, replacing potatoes with non-starchy vegetables was beneficial in only two groups of women; in men, it increased the risk of hypertension. And replacing potatoes with other starchy vegetables (peas, beans, corn, and sweet potatoes) did not reduce the risk of hypertension in either group.
Weight control/obesity. Potato in its natural form is a typical low-calorie vegetable crop with an energy intensity of about 90 kcal per 100 g of fresh weight (comparable to the calorie content of carrots, cabbage, beets). The calorie content of potatoes increases many times when fried in oil or fat. So, chips have a calorie content of about 450 kcal per 100 g, but about 30% of their weight is vegetable oil.
We also note that getting energy by a person with food is the main goal and meaning of nutrition. The problem of obesity is not caused by the presence of calories, but by the excess of energy consumed with food over energy expenditure. People with a sedentary lifestyle should consciously include boiled potatoes and mashed potatoes in their diet, and classify fries as holiday dishes.
However, on the Internet you can easily find the so-called studies of British scientists, putting potatoes on a par with sugar-containing drinks and processed red meat. Potato growers in Idaho have to relentlessly refute such bold conclusions.
Glycemic response/type 2 diabetes. Due to their carbohydrate content and presumed high glycemic index (GI), potatoes are not only often restricted in diabetic diets, but have also been cited as a cause of the disease. However, there are no clinical/experimental studies proving such a causal relationship. However, some authors have drawn conclusions that potatoes (including baked, boiled, mashed and french fries) are positively associated with the risk of type 2 diabetes, and cite potato GI as a likely mechanism for increased risk. A closer independent review of the results of this study showed that once body mass index (BMI) was included in the statistical model and controlled as a cofactor, the association no longer remained significant for baked, boiled, or mashed potatoes. BMI control is important because overweight/obesity is the main risk factor for type 2 diabetes. It also had to be noted that the authors did not take into account other dietary factors that could explain this relationship, in particular red meat.
As for the glycemic index itself, which shows the relative rate of breakdown of starch to glucose in the human digestive tract, it varies greatly in potatoes depending on the type of cooking and method of consumption. GI values range from intermediate (boiled red potatoes eaten cold: 56) to moderately high (baked Russet potatoes: 77) to high (instant mashed potatoes: 88; boiled red potatoes: 89). Another study looked at the GI of eight varieties of potatoes in the UK and found a range of 56 to 94. And another caveat: French fries have a lower GI than boiled potatoes.
7. Informing consumers about the health benefits of potatoes. The impact of potatoes on human health has previously been underestimated (compared to a number of vegetables). But it contains relatively high concentrations of key phytonutrients that have biological activity that can counteract the development of chronic diseases. Currently, clinical trials have proven that regular consumption of potatoes has hypocholesterolemic and anti-inflammatory effects, helps reduce the risk of cancer, diabetes, and obesity.
8. Informing consumers about the proper handling of potatoes: how to store, how to prevent greening, sprouting, weight loss. For example, verbatim on the topic of greenery: Chlorophyll and glycoalkaloids are naturally found in potatoes. Exposure of potatoes to light in the field, in storage, on grocery store shelves, or at home can result in green pigmentation on the surface of the potato. This “greening” is due to the formation of chlorophyll, a pigment found in many plant foods, including lettuce, spinach, and broccoli. Potatoes, which are commonly eaten, are low in solanine. The highest levels of glycoalkaloids are usually found in the sprouts, flowers, leaves, or other actively growing parts of the tuber, which are not the parts of the potato that people normally eat. The concentration of glycoalkaloids is higher in immature potatoes and decreases as the tuber grows and matures. It should also be noted that potato breeding programs have resulted in the commercial release of only very low solanine potato lines. The FDA considers the maximum acceptable glycoalkaloid content to be 20-25mg/100g fresh potato weight. For example, the average human toxic response to glycoalkaloids is 3 mg/kg body weight (range 1-5 mg/kg body weight). Assuming that potatoes contain glycoalkaloids at the recommended level of 200 ppm, an 80 kg (176 lb) person would have to eat a whole kilogram of potato lesions per serving to trigger a toxic reaction. Also note that potatoes with this high glycoalkaloid content will have a bitter, burning taste. To reduce the formation of glycoalkaloids in potatoes at harvest and after harvest, products should be stored in a cool, dark place. If you see a green spot on a potato, cut it out, the main part of the product is usable.
The Idaho Potato Growers Association uses a calm and constructive style of presentation. And he gives arguments, referring to authoritative scientific sources of information on the topic.
9. Constantly updated recipes for potato dishes. This is, in fact, the main block of information for consumers. The websites of potato growing associations and many potato-producing enterprises have extensive culinary sections with detailed recipes, beautiful photographs of potato dishes and servings. They are constantly replenished and advertised, including at the stage of selling potatoes in stores.
10. Creative organization of the potato trade. Recommendations for shops for 2023:
— promote the most popular potatoes;
- create advertising images in reddish-brown tones (helps increase sales by 13%);
— place advertisements on displays in supermarkets (an additional increase in sales by 22%, according to IPC);
- use IPC signs in the design of the trading floor (as a reminder to the buyer about Idaho potatoes);
- use in advertising the image of packages with products (piece, so that consumers do not get the impression that potatoes are sold only in bulk);
- make the layout of potatoes diverse (Idaho potatoes are more than Russet);
- organize contests for potato lovers (competitions increase shop attendance).
The Idaho Potato Growers Association finances potato festivals, organizes an almost constant rally across the United States on a mega-trailer with a picture of a potato tuber, various lotteries with prizes for active potato buyers. And he doesn't expect a good potato to sell itself, which we still rely on. Russian potato growers should also follow this path. Most effective sales promotion measures are beyond the power of any single enterprise. Therefore, the first priority is the implementation of paragraph 2 (see above).
Sergey Banadysev, Doctor of Agricultural Sciences Sci., Doka - Gene Technologies LLC