The Miracle of Modern Dehy Improving taste, texture, nutrition in a variety of products Are there new opportunities with dehydrated potato products (dehy)? You bet there are. The dehy segment is expanding beyond simply mashed potatoes, hash browns or fabricated canister snack foods—though these uses will definitely remain as important mainstays in the potato industry. The United States Potato Board (USPB) has implemented international and domestic strategies for growth. Building a foundation of technical knowledge and information, providing education and training, increasing the number of channels, assisting importers and distributors to assure availability, expanding use in food aid and continuing market access work for dehy are the export growth strategies. With these guideposts in place, how successful has the dehy segment been? Just during the past year, market year 2006-2007 (MY2006-2007), 20 new products were launched and 133 new products throughout the world were under development. This has contributed to an overall increase of US dehy potato exports, reaching 18,935 MT or 2,713,858 cwt fresh weight equivalent (fwe). Here’s a brief list of some of these great new products and the markets, channels and activities taking place introducing “the miracle of modern dehy” to the world. CHEWY NOODLES? Kotobukiya Foods, a noodle company in Japan, has developed Ramen noodles to be sold at retail. These noodles are a bit different; however, as they are more “chewy”, which is a characteristic highly valued by the Japanese consumer—and the “secret” ingredient happens to be US dehy. After receiving various US dehy samples from the USPB, Kotobukiya Foods developed this formulation and is now selling the noodles at local supermarkets. USPB international marketing
A “chewy” ramen noodle, produced with US dehy by Kotobukiya Foods in Japan, is an exiting new channel and breakthrough product.
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representatives in Japan have been working closely with importers and distributors to ensure the supply of dehy into new sectors and target audiences, which greatly contributes to the success of this product. BAKED GOODS Muffins, rolls, buns and breads—lookout! Around the world, dehy is now being added to these products. What does adding dehy to sweet breads and rolls accomplish?Based upon initial studies conducted in Southeast Asia, it was found by adding dehy, other ingredients such as butter, sugar and eggs could be reduced. This has the effect of reducing calories, fat and overall cost without impacting taste and texture. Sweet buns made with US dehy are also big hits in ASEAN countries. Breadline, a bakery in Jakarta, Indonesia, just launched a US dehy sweet bun The American Institute of Baking (AIB) has also tested the addition of dehy to muffins and found similar benefits. When the USPB asked the dehy processors what it could do to support US domestic sales efforts, it was unanimous—and it was in the area of high volume bakery applications. The muffin study shows with the inclusion of dehy, bakers can increase the amount of water used and decrease the amount of oils and eggs. This results in a lower cost, healthier product with all the other characteristics of the original formulation. This research has been conducted for use in the US market, but may also have applicability in the foreign markets. In partnership with CANAINPA, Mexico’s national bakery association and the US Cranberry Marketing Committee, the USPB has held various seminars for bakers around Mexico. Following presentations on the featured products, US dehy and cranberries, the participants tested the various dehy products mixed with water to observe the different textures and consistencies. Participants then went into the kitchen where they got to use dehy and cranberries to create a variety of traditional and more experimental Mexican baked goods. While very informational and useful for the participants, the seminars showed them, first-hand, the versatility, advantages and ease of incorporating dehydrated potatoes into their recipes. SOUPS DE JOUR Large retail stores in cities around South Korea are now selling “Potato and Lentil” soup, a new, refrigerated, convenient, “reheat and eat” item developed by Pulmuone. Pulmuone, one of the top three food manufacturers, established in 1981, has been expanding its business line to include various food products having less than 15 days of shelf life. These products are mostly distributed in a refrigerated or chilled channel and include soups, noodles, sauces, seasonings, instant foods, etc. In 2006, Pulmuone achieved about $8 billion in annual revenue. This company is especially known as a fresh/natural food provider in Korea, because it does not use preservatives or colorings. Pulmuone's products are sold in almost every nationwide retail channel—hypermarkets, supermarkets, department store food sections, convenience stores, and “mom and pop stores.” E-Mart, the largest hypermarket chain in Korea with approximately 100 outlets, recently launched a private label soup, “Potato Soup with Crouton.” Manufactured by SB Foods, a medium sized food manufacturer with 40 years of experience in the industry, each box contains a dry soup mix and crouton packet. By just adding water and the contents of the packets in a mug, consumers can enjoy a delicious, nutritious, quick and convenient potato soup. Mexico is the largest dehy export market for the United States and represents 3,656,794 cwt (fresh weight equivalent) of dehy exports. La Moderna, a large Mexican food company, launched a new noodle soup nationwide. Two chains, GARIS, a regional chain with 28 outlets and Chedraui, a national chain with 96 outlets, are currently carrying the product. This soup includes US dehy dice, which is relatively new to the market and represents net new business. Development of this product started well over a year ago when USPB technical engineers visited the company and provided samples of US dehy. GREAT GRATIN Save-On, a mid-sized Japanese convenience store chain, launched “potato gratin,” utilizing US dehy slices, in their 555 outlets. The success of the US dehy gratin product has initiated new flavors, suited to popular tastes and entrees. This new offering is a result of decision makers from the Save-On company attending a USPB-sponsored seminar showcasing a variety of US dehy products. These executives requested samples at the seminar and have since developed the Sav-On “potato gratin” products. The convenience store business in Japan represents about 40,000 outlets. It is very competitive and provides an excellent opportunity for future growth. Before 2006, companies in Japan could not get access to US dehy potato pieces such as slices, dice and shreds due to the extremely low sulfite tolerance level of 30 parts per million (ppm). Through a three-year process, the USPB submitted an application to the Japanese government to have the level increased to CODEX world standards and a level equal to that of potato flakes and granules currently utilized in the market, which was 500 ppm. This change set the stage for USPB sampling and trade education activities, such as attending trade shows, conducting seminars, one-on-one meetings and menu presentations. The usage of US dehy slices; dice and shreds continue to grow, representing net new business for US growers. In the past year alone, there were a number of new products launched with these ingredients. Vegetariano, a deli company, launched a boxed meal utilizing US dehy shreds. Kochi Yamazaki, a retail bakery, launched “corn potato mayo” bread with US dehy dice and “curry cheese” bread with slices. Pourquoi, a retail bakery, launched “curry bread” with dice. Colowide, from the hospitality, restaurant and institutional (HRI) sector, launched a seasonal menu with dice. Supporting this effort is the importer/distributor segment where one new importer is carrying dice, and a current importer/distributor has expanded the range of products it supplies to include slice, dice and shredded dehy potatoes. MEXICO FOODSERVICE
An entrée featuring US dehy created by Mexican Chef Guiseppe de Pasquale.
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The USPB is now targeting the foodservice channel in Mexico to expand the market for US dehy in this channel. A foodservice seminar was given to the employees of Corporacion Mexicana de Restaurantes (CMR), a restaurant company that owns more than 100 units across the country. The restaurants serviced by CMR include important and well known family dining chains in Mexico such as Wings, Los Almendros, Brickhouse and Chilis. The seminar included a technical presentation from the USPB’s food technologist in Mexico and also a hands-on demonstration by Chef Guiseppe de Pasquale. Not only did the participants learn about the technical characteristics of US dehydrated potatoes, but they were also shown practical applications in a number of different recipes. This seminar will be repeated with other employees from this company, as well as other large restaurant chains in Mexico. These are just some of the ways US dehy is making a significant global impact in foreign markets. Exciting new products and channels are continually becoming available because of the USPB’s progress in developing international uses of US dehy. In the years to come, it will be interesting to learn of the new growth opportunities available in this segment, and to learn how other nationalities create local and ethnically satisfying cuisines featuring the miracle of modern dehy produced with US potatoes.
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