Potatoes USA

Client Overview

Potatoes USA is the nation’s potato marketing and research organization. Based in Denver, Colorado, Potatoes USA represents more than 2,500 potato growers and handlers across the country. Potatoes USA was established in 1971 by a group of potato growers to promote the benefits of eating potatoes. Today, as the largest vegetable commodity board, Potatoes USA is proud to be recognized as an innovator in the produce industry.

“Working with Webolutions on our website redesign was like a breath of fresh air. The team was by our side every step of the way. With their guidance, the process was simple and attainable without sacrificing creativity. They kept us on track with our timeline and held us accountable for content. If you value support, honesty, and trust, no one is better for the job.”

Natalia CervantesConversation Architect

Goals

We set out to create a website for Potatoes USA that achieved the following key objectives:

  • Convey that the Potatoes USA website is the authoritative thought leader on anything related to potatoes, including:
    • Nutrition
    • Performance
    • Potato types
    • Uses of potatoes
    • Basics on how to cook potato favorites/recipes
    • How to maximize potato sales in retail
    • How foodservice operators can be more successful through potatoes
    • How nutrition professionals can leverage the nutritional benefits of potatoes to achieve their goals
    • How school foodservice professionals can maximize meal participation
    • How ingredient manufacturers can use potatoes to formulate/create new innovative and successful food products
  • Create dynamic, engaging and relevant experiences for target stakeholders, including:
    • Consumers
    • Foodservice professionals
    • Retail businesses
    • Nutrition professionals
    • School foodservice professionals
    • Food manufacturers
  • Educate and mention the message of potato nutrition across all programs and performance across some communications
  • Maximize the engagement and benefit of paid ad traffic to the website

Strategy

This project involved a redesign of their existing website, which we created in 2015. Over the last few years, we made periodic updates to their previous website in order to address certain functionality needs. These fragmented updates were no longer delivering the cohesive user experience necessary for the best possible results, and they made it harder for the client to maintain the website themselves.

The redesign project needed to address all of their current functionality needs in a way that provides a great user experience and also allows their team to easily update the website as their business evolves over time.

This client has diverse target audiences which include nutrition professionals, consumers, food service industry professionals, school foodservice professionals, retail businesses and food manufacturers. They needed a website that addresses the needs of all these different audiences in a seamless and easy to navigate way. We approached this need by creating separate sections of the website dedicated to each target audience.

Results

  • To address the uniqueness of each target audience group, we used a different color scheme for each group to provide a different feel to each section. View the foodservice section to see an example.
  • Each section also has its own navigation menu to make it easier for each group to navigate through their specific section of the website.
  • We created a series of custom post types which make it easy to manage data for a variety of subjects, such as food recipes, FAQs, resources and team member bios in a uniform manner. This makes it easier for the Potatoes team to make additions to these sections of the website over time and ensures a consistent layout, look and feel for the end user. View the Team Potato page to see an example.
  • We redesigned the Recipes section of the website to better highlight imagery for more engaging recipes, and to make it easier for users to navigate through all the recipes.
  • We created an improved layout for the recipes search results page, making it easier to peruse potential recipe options. Recipe results contain engaging images and informative blurbs describing the recipe for a more inspiring experience.
  • We designed a series of content blocks to address their unique and specific content needs.
  • This website earned a Communicator Award for the Food and Beverage category
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