Just in time for the hectic holiday season, Alsum Farms & Produce Inc. is introducing microwave-ready gold and red potatoes that go from package to plate in seven minutes.

Alsum unveils microwavable gold, red potatoesThe 24-ounce packages of fresh baby gold or red potatoes are triple washed and ready to eat, according to a news release from the Friesland, Wis., company. For now the new Alsum potato packs, labeled Fast & Fresh, are available at select retailers across the country.

General manager and owner Larry Alsum is prominently featured on the microwave bags, helping consumers connect with the people who grow their food.

“The eye-catching steamer packaging capitalizes on the trust and expertise of the farmer, Larry Alsum, as well as protects the potatoes from light to prevent greening when on the store shelf or in the home cooks pantry,” according to the release.

Heidi Alsum-Randall, national sales and marketing manager, said in the release that the washed and ready-to-microwave potatoes were particularly developed with busy consumers and millennials in mind.

“According to the latest Nielsen Perishables FreshFacts data, the fresh potato category for microwaveable/steamer segment has seen dollar sales increase by 30% over the previous 52-week period ending Sept. 27,” Alsum-Randall said in the release.