Black Gold Farms had long been known only as a grower of potatoes for the potato chip market. As they explored opportunities to break into the fresh market we strategized that a value-added concept could give them a leg up. But more importantly, the value-added concept would need to be unique or more powerful than other concepts in the market place. We helped concept, test, and brand the Roasties concept which followed traditional value-added positioning for the category but added more horsepower with a co-branded partnership with McCormick leveraging the trusted family brand and their seasoning blends.
