Michael Family Farms in Urbana, Ohio, has increased its potato acreage by 35 percent in 2021 compared to 2020, says Kathy Michael Sponheim, co-owner and sales, marketing and administration at Michael Family Farms. The company also is building a new wash and storage facility.
Michael Family Farms ships potatoes year-round with peak availability out of the field in the fall.
“Minus a quick snow during planting, conditions have been pretty favorable,” says Sponheim.
Last year, the company was able to manage pandemic disruptions in good shape, she says. The company diligently worked to keep its retail customers shelves stocked so the decline in foodservice was able to be redirected. The company's efforts this year will include reconnecting with foodservice customers while retaining and expanding relationships with retail customers.
“I think it will take a couple years to shift eating patterns between home and away from home,” Sponheim says, adding that a full rebound that includes major event, catering and entertainment foodservice business will take time.
Michael Family Farms markets to wholesalers, retailers and foodservice distributors.
“Meeting consumer demands for locally grown produce has bolstered our marketing efforts to connect with them and support our local supply chain,” says Sponheim.
Retailers can best promote Ohio potatoes by ideal department placement and by effectively communicating the grower’s story to end consumers, she said.
Marketing efforts have turned more to digital.
“Staying in tune with consumer trends has influenced our marketing to a bigger digital presence over the past five years,” she says. “Reaching Gen Z and finding out how to connect with them will be a new challenge.”
Michael Family Farms uses social media and QR codes on packaging to communicate with consumers.