Fifteen HyVee and Giant Eagle stores participated in a Mediterranean Month celebration during May, hosting demonstrations and handing out promotional materials about Mediterranean food.

Potato board demos at HyVee, Giant Eagle

Courtesy U.S. Potato Board

The U.S. Potato Board's Mediterranean Potato Salad was sampled to consumers at 15 HyVee and Giant Eagle stores in May as part of a Mediterranean Month promotion.

The U.S. Potato Board was there with its Quick and Healthy Mediterranean Potato Salad.

The Denver-based board has had a relationship with the event’s organizers, the Mediterranean Food Alliance, for more than a decade through its parent organization, Oldways, a non-profit that encourages healthy eating inspired by different ethnic cuisines.
 
The events at each store were run by supermarket registered dieticians, a group the potato board has been targeting for a couple years now, said Meredith Myers, public relations director.

The board provided product for the events and was given participation without charge.

The board’s Mediterranean potato salad is made with Greek yogurt instead of mayonnaise and has cucumbers, red onions, lemon juice, parsley, kalamata olives and Feta cheese.

“It’s something shoppers were so excited about,” Myers said. “Everyone loves potato salad, but everyone is also looking for a new twist.”

Each participating store did something a little different when they hosted the events, Myers said, but the Mediterranean potato salad was part of all of them.

The potato board was able to build new relationships with supermarket registered dieticians through the program, Myers said.

“One store did a grilling event at the end of the month, and they took our grilling recipes,” Myers said. “So that really opened a nice door there.”

Myers said programs like this are important for the potato board because they provide different opportunities than a less-customized advertising campaign.

“Instead of paying to play, we go in to provide solutions and build that long-term relationship,” Myers said.