CELEBRATING 136 YEARS AS CANADA’S PREMIER HORTICULTURAL PUBLICATION
NOVEMBER 2015
VOLUME 65 NUMBER 11
MARKETING ADDS VALUE
Multi-hued potatoes to grace the holiday table
This season, fourth-generation potato grower Trevor Downey is proud of the quality potatoes going into cold storage near Shelburne, Ontario. He’s extra excited about a purple-skinned, yellow-fleshed potato that will debut in Loblaw stores this month. Photos by Glenn Lowson.
INSIDE Lighting up, managing greenhouse energy costs down Page 6 More heat than light on climate change Page 12 Focus: Seed and rootstock
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www.thegrower.org P.M. 40012319 $3.00 CDN
KAREN DAVIDSON Shelburne, Ontario – Masquerade potatoes are no longer a secret. Trevor Downey is marketing the purple-skinned, yellow-fleshed tubers for the first time this month to Loblaw stores. The exclusive Canadian agreement includes two other varieties, Strawberry Blonde and Petite Merlot. While the two-toned skin of Masquerades is intriguing, it’s the nutty flavour that is expected to make converts of consumers. But there’s more that’s unique about their story. Their germplasm was sourced from Peru. In November 2013, Downey flew to Lima, Peru’s capital and headquarters of the International Potato Centre. He made some key contacts with the leaders of the gene bank that stores 20,000 different varieties of potatoes. From there, he travelled to Cusco to become immersed in native Inca culture. The local potato
growers proudly showed their ‘papa’ at altitudes that ranged from 9,000 to 12,000 feet above sea level. “Our family has been in the potato business since 1924 and I was curious to explore the origins in Peru,” says Trevor Downey, a fourth-generation potato grower. “In North America, our traditional potatoes are quite boring. In South America, the potato is celebrated. There are more potatoes with coloured flesh than not.” Downey’s quest was for a specialty potato. From his marketing relationship with Loblaw’s Patrick Gilbert, vendor development manager and David McCausland, category manager, he knew there was a desire for new flavours. Like a miner, it’s one thing to find the mother lode, but it’s quite another to extract the gem. As part of Downey’s discovery process, he found that Colorado growers had beat him to the “Masquerade” potato. It was
Clockwise, these samples of Masquerade (foreground) Strawberry Blonde (behind) and Petite Merlot (right) are the latest in specialty potatoes to be marketed in Canada, exclusively through Loblaw. logical that the potato would grow well at the high altitudes of the mountainous state. Fortunately, Downey negotiated licensing fees and marketing rights for Canada. With that genetic property in hand, Downey approached Loblaw about exploring the new
flavours and textures of these unusual potatoes. Discussions advanced to the stage that in March 2015, Loblaw’s produce category and procurement teams were brought together for a test kitchen trial. Continued on page 3