KROGER ATLANTA AD CULTIVATES BRANDED POTATO

ATLANTA -- Kroger's division here promoted a branded potato as a healthy eating alternative in a full-page advertisement.

ure of a baked potato.

The ad went on to promote Nature's Light Potatoes, which are grown and shipped by Nature's Light, a subsidiary of Walker Produce Co., Menan, Idaho, and carried in Atlanta exclusively by Kroger.

The ad included a picture of Horace Hamilton, the division's produce buyer. "Our customers expect superior quality in a potato," read the text. "So Kroger produce buyer, Horace Hamilton, searched the world over for the very best. Then, in Menan, Idaho, he found Nature's Light Potatoes."

The ad went on to praise the healthiness and taste of the potato. "Nature's Light Potatoes are grown with an intense focus on the nutritional balance of the soil. Before planting, the soil is replenished with macro and micro nutrients. Careful crop rotation contributes to the full nutrition and fresh from the garden flavor. These potatoes are really the cream of the crop. They look, cook and taste great. And they're only available at Kroger."

The ad also offered a recipe for a yogurt-based potato topping.

Officials at the Atlanta division of Cincinnati-based Kroger could not be reached for comment.

Lorin Walker, marketing director for Nature's Light, said the company's growing methods are what makes the potatoes unique.

"Not only is our [growing] program good for the soil, it's good for the produce," Walker said. "The potatoes store well, cook well and are balanced with nutrients."

Walker said Nature's Light has supported its potatoes with a strong marketing campaign for several years.