US: Yellow-Flesh Potato Segment Doubles To $598 Million As Russet Share Declines
The fresh potato market is undergoing a notable transformation as yellow-flesh varieties continue to outpace traditional russets in both volume and value. According to Nielsen data shared by EarthFresh Foods, the yellow potato segment has more than doubled in value over the past eight years, rising from USD 284 million to USD 598 million. The segment’s share of total potato sales has increased from 10 percent in 2016 to 16 percent this year, while consumers are willing to pay a premium of around 56 percent compared to russet varieties.
Jessica Anderson Hughes, Vice President of Marketing and Innovation at EarthFresh, said this shift reflects changing consumer preferences for flavor, convenience, and variety. “This shift is particularly evident in the growth of yellow flesh potatoes, which are more flavorful compared to the standard russets,” she explained.
In response to this market evolution, EarthFresh has developed its premium Butter Potato program, a line of exclusive yellow-flesh potato varieties that aim to deliver a richer, creamier flavor profile. The company reports that when the Butter Potato line is displayed alongside standard five-pound bags of russet and yellow potatoes, retailers see up to an 18 percent increase in incremental sales.
The Butter Potato program became part of the EarthFresh portfolio following the company’s acquisition of Mountain King in late 2024. Among Mountain King’s assets was the Butter Potato brand, which had already gained a strong following in select U.S. markets. “From day one, our team recognized the strong foundation and unique value of these varieties,” said Hughes.
Following the acquisition, EarthFresh conducted a comprehensive refresh of the program, expanding it with new varieties and conducting consumer research to evaluate purchase intent. The findings, carried out by IMI International, showed that more than 80 percent of surveyed shoppers expressed a positive intention to buy Butter Potatoes, far exceeding industry benchmarks for new produce launches.
To meet the anticipated demand, EarthFresh scaled distribution through its packing and distribution facilities in Canada and the U.S. The company also introduced a new premium visual identity and a marketing campaign to support the launch. The Butter Potato line is now available across retail outlets in both countries.
“The Butter Potato program is a perfect reflection of our mission to deliver innovative, high-quality produce that meets the needs of today’s consumers,” Hughes concluded.
The growing popularity of yellow-flesh potatoes signals a broader market trend that could reshape production and retail strategies across North America. As the category continues to gain share and sustain premium pricing, growers, packers, and retailers are likely to adjust their focus toward varieties that combine taste appeal with versatility and convenience.
