Marketplace Alice in Dairyland Visits Meijer Stores

By Dana Rady, WPVGA Director of Promotions and Consumer Education

Different—a word like many others where the meaning changes with context. Different can be refreshing and it can be overbearing. It can help and it can hinder. It can make situations easier and more difficult.

This year, the 75th Alice in Dairyland embarked on a new and invigorating opportunity that was out of the norm compared to the last several years. And with it came some creative fun in new and unexpected ways.

After earning the title of Alice in Dairyland, in 2022, Taylor Schaefer partnered with Wisconsin potatoes for a four-week media campaign that incorporated a few different avenues compared to her partnerships with other Wisconsin agricultural commodity groups.

She was able to host a virtual cooking class, visit a gym in Madison, and speak with consumers at two Meijer store locations, a feat she has not experienced in a number of years, and her first time in a Meijer store.

“The Alice in Dairyland program is excited to partner with Meijer grocery stores to promote Wisconsin potatoes,” Schaefer says. “Educating consumers where they are making food purchase decisions will create a memorable connection.”

With Wisconsin being the thirdlargest potato-producing state in the nation, Schaefer highlights growers within the state and emphasizes the importance of buying local. She says showcasing this versatile vegetable that is packed with vitamins and minerals within Meijer stores will “help consumers keep an eye out for their farm neighbor.”

Alsum Farms and Produce has been instrumental in making the connection to Meijer as a customer.

Healthy Choices

“With today’s shoppers seeking healthy choices for their families and more information about how their food is grown, this collaboration aspires to build consumer trust, and provide a value of freshness and connection at the marketplace in our regional food supply,” says Alsum Farms & Produce Marketing Manager Christine Lindner.

The four-week media campaign was broken into two-week segments with the first half occurring between January 22 and February 4. This is when Alice visited the two Meijer stores, in Greenfield (5800 W. Layton Ave.) on Friday, January 27, from 2-5 p.m., and also Sheboygan (924 N. Taylor Dr.) on Friday, February 3, from 2-5 p.m.

At the stores, she handed out samples of a baked potato nacho recipe for customers to try while also giving away free swag items along with recipes and brochures.

Potato nutrition, the importance of buying local and how to find Wisconsin potatoes in retail stores were among the messages communicated to passersby.

Additionally, Alice hosted a virtual cooking class on Wednesday, February 1, at 6 p.m. The free hourlong class was open to anyone who wanted to learn how to cook, and eventually taste, a new potato dish. The recipe was a “French Roasted Potato Power Bowl,” courtesy of Meijer.

Roughly 20 people, including those from the Wisconsin potato industry, Alice in Dairyland and Meijer logged on to join in the fun. Three participants were from out of state in Arizona, Michigan, and Pennsylvania. Everyone gave the recipe, which was simple and light, yet still filling, rave reviews.

It was the perfect setting to relax, grab a beverage of choice and simply have fun cooking in the kitchen … right in the comfort of everyone’s own home!

During downtimes of the class when the group was washing, cutting, and stirring, Alice in Dairyland, who was leading discussions along with Meijer’s Registered Dietician Beth Eggleston, worked in introductions from various individuals that helped provide perspective on the Wisconsin Potato & Vegetable Growers

Association (WPVGA), Wisconsin potato nutrition and cooking tips, Meijer, and the Alice in Dairyland program.

Good Interaction

There was a good amount of interaction and questions from the group relating to different potato varieties, what to look for when buying, and which varieties are grown in Wisconsin, to name a few.

One fact that stuck out to the group was that a true Yukon Gold potato has pink eyes.

In all, the venture aligns with Meijer’s vision and the value they place on quality partnerships with suppliers and the community.

“As a family company, Meijer is committed to supporting local, family businesses like Alsum Farms. And as a Midwestern retailer, we know the importance potatoes play in our customers’ lives and on their dinner tables,” says Sheboygan Meijer Store Director Jeff Kietzman.

“We’re pleased to partner with the WPVGA, Alice in Dairyland, and Alsum to share even more ways our communities can enjoy potatoes,”

Marketplace. . . continued from pg. 53

Kietzman remarks.

Besides the virtual cooking class and Meijer store visits, Alice also visited Princeton Club East, in Madison, on Wednesday, January 25 from 4-7 p.m., and again on Tuesday, January 31, from 4-7 p.m.

During these appearances, Alice prepared potato samples and handed out items like koozies featuring the Powered by Wisconsin Potatoes logo, and recipe tear pads, while also verbally sharing the benefits Wisconsin potatoes naturally provide and how they can power your performance.

Facebook Video

She also interviewed Brett Sommers, son of Jeff Sommers of Wysocki Family of Companies, in Bancroft, who works at the gym Schaefer visited, for a Facebook live video on social media.

The latter two weeks of the media campaign will take place in May when Alice visits up to 20 classrooms on behalf of the Wisconsin Potato Growers Auxiliary, the second Wisconsin potato industry organization that is contributing to the Alice in Dairyland partnership. The school visits are scheduled for May 8-10 and 15-17. While the exact locations are yet to be determined, they are likely to be in southeast Wisconsin as WPVGA and the WPGA attempt to capitalize on the release of Spudly videos that are targeting consumers in the same region.

The school visits for the Auxiliary are also in conjunction with the “Kids Dig Wisconsin Potatoes” program and will be the perfect complement to that curriculum.

Additionally, Alice conducted up to four classroom visits for the Auxiliary’s “Ag in the Classroom” program. These took place on Monday, December 12, 2022, at Wausau West High School in Wausau and on Wednesday, December 21, 2022, at Longfellow Middle School in La Crosse.

As a true ambassador for Wisconsin agriculture, Alice in Dairyland puts on roughly 40,000 miles annually to spread the word about the importance of agriculture in the state and help consumers learn about the many multi-generational farms that put food on families’ plates.

It’s a partnership that is making a difference in connecting younger generations with the origins of their food, one plate at a time.