When perusing the fresh produce aisle, consumers shouldn’t have to question their choices. They may have tried a particular product in the past—the first time it was excellent, the second time, not so much. Will they try the product one last time? Or try something new?
That is how quickly one could lose a customer. In other words, consistency is absolutely crucial in securing shopper loyalty. The latest potato program from EarthFresh ensures consumers have a consistent eating experience every single time they purchase its products.
With EarthFresh’s new Butter Potato program, consistency becomes the driver of such loyalty; prioritizing on-pack clarity to give shoppers peace of mind that the potatoes in the package are the same ones they’ve reached for in the past.
Launched in the fall of 2025, the Butter Potato program is a boon for garnering consumer loyalty. Driving market share and category leadership, Andrew George, Chief Sales and Procurement Officer, and Jessica Anderson, Vice President of Marketing and Innovation, divulged all of the juicy details.
Andrew George, Chief Sales and Procurement Officer, EarthFresh: The Butter Potato program from EarthFresh is a premium, flavor-led platform built around potato varieties selected specifically for superior taste, texture, and consistency. The program features three carefully curated, yellow-fleshed varieties—Butter Russet, Butter Red, and Butter Gold—each chosen to deliver a rich, creamy, naturally buttery eating experience across a range of cooking methods, from baking and roasting to mashing and frying.
At its core, the program is centered on variety-driven flavor and reliability. Unlike most potatoes on the market, which are often packed as a mix of changing varieties, EarthFresh ensures that each bag contains a consistent, named variety. This guarantees that consumers can expect the same cooking performance and taste experience every time they purchase.
Jessica Anderson, Vice President of Marketing and Innovation, EarthFresh: To support this, the program is backed by clear, intuitive branding and educational on-pack features that help shoppers easily identify a premium offering. Each package includes a Kwik Lok QR code that connects to an interactive digital platform, where consumers can explore the unique attributes of each variety, learn where their potatoes are grown, and discover detailed tasting and texture notes.
To further validate quality, the varieties were evaluated through third-party sensory analysis to ensure they meet the program’s high standards. By highlighting the distinct characteristics of each potato, the program also unlocks new opportunities for recipe development, giving consumers a deeper, more engaging way to connect with what they’re cooking.
“At its core, the program is centered on variety-driven flavor and reliability.”
Andrew George, Chief Sales and Procurement Officer, EarthFresh
AG: What truly differentiates the Butter Potato program is its commitment to variety clarity and eating consistency.
In today’s market, most potatoes are sold as commodities, often blending multiple varieties that can shift from week to week. This lack of transparency can lead to inconsistent cooking results and unpredictable eating experiences.
EarthFresh Butter Potatoes eliminate that uncertainty. Each variety is purpose-selected through extensive research and consumer testing, consistently outperforming standard offerings in flavor, texture, and overall preference. By delivering a dependable, high-quality experience every time, the program builds consumer trust, encourages repeat purchases, and elevates potatoes beyond a commodity-driven category.
JA: The inspiration for the Butter Potato program came from a simple but powerful consumer insight: People care deeply about flavor and consistency, but often don’t realize how much potato variety influences their experience.
Recognizing this gap, EarthFresh saw an opportunity to bring true variety recognition to the potato aisle—much like what consumers already expect in categories such as apples. By clearly defining, branding, and educating shoppers on specific potato varieties, the program introduces a new level of transparency and confidence at the point of purchase.
By pairing exceptional, butter-forward varieties with intuitive branding and accessible education, EarthFresh has created a program that simplifies decision-making, delivers reliable flavor, and brings meaningful innovation to a category that has historically seen little differentiation.
I’m imagining a future in which consumers go in search of a specific potato variety to meet their needs and preferences. Once they become better acquainted with the different varieties available to them, their ability to factor potatoes into their weekly menus will grow exponentially. And when they may feel a bit unsure about a choice, they can always rely on the Butter Potato program from EarthFresh to deliver consistent quality every single time. 
