Seeing Possibilities in Potatoes: Lamb Weston boosts brand with new global identity

Lamb Weston announces today the launch of a new global brand identity expressed by the tagline “Seeing Possibilities in Potatoes”. The launch aligns Lamb Weston operations worldwide under a common brand vision, describing the way Lamb Weston brings value to its customers’ business.

After extensive research with customers in more than seven countries around the globe, Lamb Weston identified what makes them stand out: their inventiveness. The new tagline, captures the essence of Lamb Weston’s approach – always moving forward with inventive solutions for improving its customers’ business, and understanding that inventive thinking is driven by empowering the collective imagination that exists in the organization. “Seeing possibilities in potatoes, captures what we do every day at Lamb Weston.” said Bas Alblas, CEO of the Lamb Weston / Meijer joint venture.

Recently, the company demonstrated “Seeing Possibilities in Potatoes” with several new initiatives:

· The launch of Connoisseur Fries: Consumers are looking for home style fries, and with patrons of casual dining restaurants continually seeking out new and differentiating menu items, Lamb Weston / Meijer responded by introducing Connoisseur Fries.

· Introducing Potato Dippers: Research has shown that shared dining is increasingly being appreciated by consumers to enjoy a restaurant experience in a social setting. Lamb Weston / Meijer launched Potato Dippers, a concept solution targeted to this trend.

· Enhancing customer service: In close collaboration with customers and their logistic partners, Lamb Weston / Meijer facilitated solutions to offer just-in-time deliveries that reduce stock levels at the customer and as a result free up customers’ working capital.

These are just a few examples of “Seeing Possibilities in Potatoes”. “I’m proud that we have people in our organization that show the initiative to bring great ideas forward and have the self-motivation to make it reality”. Bas Alblas said. “At Lamb Weston / Meijer, we don’t just see a potato, we see possibilities.”

This is the first major change to the brand in its more than 50 year history. Growing globally, the brand has maintained separate identities in different parts of the world. “This is a significant step in the journey of Lamb Weston to leverage our global presence and drive profitable growth.” said Mascha Leijten, Marketing and New Business Development Director of Lamb Weston / Meijer. “Launching a global brand identity allows us to further strengthen worldwide brand recognition and helps boost the equity of our brand worldwide.”

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