Michigan Potatoes uses branded Kwik Lok tags in marketing campaign

Michigan Potatoes is looking to increase awareness among state consumers with a new marketing campaign that includes a month’s of free groceries each month.

In a partnership with Spartan-Nash stores, the Michigan potato industry is bringing 90 bins of Michigan-grown potatoes to produce sections around the state. In the bins, bags of potatoes with blue Kwik Lok tags labeled “Michigan Potatoes” can be found. Some 4.6 million bags of potatoes with feature the blue tags.

The campaign and Spartan-Nash partnership stems from a $100,000 Specialty Crop Block Grant fund awarded to the Michigan Potato Industry Commission.

“Customers all across the state have been asking for more locally grown foods and we’re doing our part in helping make that happen,” an MPIC press release stated.

In addition, the campaign includes a “Free Groceries For a Month” contest that will award $400 worth of groceries every month. Information can be found at mipotato.com/win.

Public desire to know where food comes from and to support local businesses, whether food or otherwise, has been on the rise in recent years. The Maine potato industry had success with branding its Caribou Russet variety in 2018.