On Thursday, Potatoes USA announced that Market Access Program (MAP) funding from USDA Foreign Agricultural Service (FAS) increased for the 2022-2023 marketing year by more than $5.2 million. According to Potatoes USA, the MAP funding, combined with additional funding from other FAS programs, such as the Agricultural Trade Promotion Program (ATP) and the Quality Samples Program (QSP), will allow promotional efforts in target markets to have an even greater impact.
“MAP funding will support the foodservice, retail, consumer, seed potato, and market access programs in these markets. These programs all work toward the overarching goal of strengthening the demand for U.S. potatoes. Marketing activities funded by MAP include foodservice and retail promotions, education and technical training for the trade, menu development work, trade merchandising, U.S. potato recipe development, nutrition education for consumers, and more,” said Potatoes USA in a press release.
“During NPC’s annual Washington Summit (formerly the Potato D.C. Fly-In) growers and industry partners from across the country advocate for federal dollars to address the challenge of growing and marketing nutrient rich U.S.-grown potatoes to the world,” said NPC President and Maine potato grower Dominic LaJoie. “MAP is one of our key export priorities each Farm Bill. We are pleased to see USDA recognize Potatoes USA’s high-quality program and devote more resources toward its execution in highly-competitive markets.”