When COVID-19 began impacting lives in the U.S. and families found themselves bound to their homes, a few other areas, perhaps unexpectedly, took off or thrived.

The great toilet paper shortage still has me stumped. And the fact that consumers were hoarding potatoes is proof there is work yet to do regarding education and awareness.

Another area that became more popular, however, was home improvement projects. While this should not come as a complete shock, knowing people were at home anyway, it was incredible how fast it became difficult to find certain items, even simple things like weights for a home gym.

Nevertheless, I followed suit with projects of my own. I refinished a piece of my grandmother’s furniture, upholstered an old bench that is functional again and painted, redecorated and reorganized various rooms in our house. Thus began more frequent trips to home improvement stores like Menards.

But while I was scouring the aisles for the perfect length screw with the right-sized head for my refurbished bench, it did not occur to me to also pick up dinner while I was there. Sure, certain grocery items have been available at the third-largest home improvement chain for some time. But not anything like a healthy fresh vegetable. That is, until now.

In May, Wisconsin potatoes became available for sale at all Menards stores for the first time throughout the Midwest.

It is the latest partnership between a grower—Alsum Farms & Produce in Friesland, Wis.—the Wisconsin Potato & Vegetable Growers Association (WPVGA), and a retail chain to drive Wisconsin potato sales through a new channel.

340 Stores

Headquartered in Eau Claire, Wis., Menards has 340 stores across 15 states. The greatest penetration for this “Powered by Wisconsin Potatoes” promotion is in Wisconsin, Illinois, Minnesota and Indiana.

At each store, “Potatoes Have Appeal” bins showcase 10-pound bags of Wisconsin russets from Alsum Farms & Produce. Menards anticipates strong purchases that offer convenience for consumers in the chain’s ever-growing grocery section.

But the excitement does not end there.

Menards is tying Wisconsin potatoes to its motorsports program and associated racing promotion through the National Hot Rod Association (NHRA). Not only does this align perfectly with the chain’s target audience, but the timing is impeccable with summer, sports and being outside.

That is why the look and feel of the May promotion was centered around grilling, according to Alsum marketing manager Christine Lindner.

“Warmer weather signifies the grilling season has arrived as families spend more time outdoors,” she said. “Menards is the perfect retail outlet to partner with as homeowners beautify their outdoor living spaces, fire up grills and power their performance with Wisconsin potatoes from Menards.”

Buy Local

Having sports as the connection brings to light other vital elements, like the importance of buying local and the nutrition Wisconsin potatoes naturally provide.

“Not only does this promotion encourage consumers to buy local, but it also showcases a versatile vegetable that is packed full of nutrition and flavor and goes great on the grill,” says Lindner. “It’s more important now than ever to focus on health and wellness in being the best version of yourself, and that requires fueling your body with the nutrients it craves.

“Wisconsin potatoes supply the energy you need to get through each day,” Lindner continues. “They also provide 30 percent of your daily recommended value of vitamin C, which is good news for maintaining a strong immune system.”

Besides the bins in stores, NHRA fans will see online advertising and decals on racecars, hear a commercial on the jumbotron at races thanking consumers for buying Wisconsin potatoes, and learn that they can find Wisconsin potatoes at their local Menards, to name a few highlights.

It is an opportunity that fosters a Wisconsin-based partnership emphasizing the importance of and need for consumers to buy local and buy Wisconsin potatoes.