K. Fernandez & Associates creates successful recipe for Mountain King Potatoes.

Sales results for MountainKing Potatoes statewide branding efforts, led by K. Fernandez & Associates, surpassed the original sales goal for the seasonal Fingerling brand of potatoes by more than double. The marketing campaign’s original goal was to move 30,000 bags of potatoes per week from produce departments of major retailers — K. Fernandez & Associates’ branding campaign has helped generate sales of over 60,000 bags of Fingerling potatoes per week!

“We knew Texas would be a huge opportunity to build market share within this product line,” said Pat Goolsby, President of MountainKing Potatoes. “From October through May, Fingerling potatoes just happen to be in season. Working with K. Fernandez, we’ve developed a marketing strategy tailored to educating the consumer about the superior flavor this exciting new potato variety. By positioning our brand early in the season, we’ve worked diligently with our store partners to ensure distribution efforts coincide with demand throughout the entire campaign.”

Last November, right before the major holiday cooking and baking season, K. Fernandez launched the branding campaign for Butter Reds and Fingerling Potato line products with a statewide FSI distribution and OOH to reach both the general and Hispanic consumer.

Success for Fingerlings is attributed to a combination of strategic point of sale, Retailer programs, FSIs and teamwork with the MountainKing sales force. Point of sale contains key product information and stand-out creative that draws the target consumer’s attention and interest to try.

“The MountainKing line of products are so versatile and have such wonderful natural flavor, it’s a great brand to market,” said Karla Fernandez Parker, President of K. Fernandez & Associates. “Differentiating MountainKing’s multiple line of potato brands is our focus and these sales numbers prove that when you work as a team you can surpass sales goals. Working hand in hand with MountainKing’s sales force, we’ve all successfully communicated that these are better-tasting potatoes at the retailer and consumer level”.