“Though potatoes are consumed by 79% of US households 1.8 times per week in-home, per capita consumption has steadily declined during the past 10 years,” says Tim O’Connor, CEO of the U.S. Potato Board. “We need to remind consumers, especially busy moms who are making 70% of in-home meals, that the potatoes they already love are good for them too.” As part of its continued effort to educate consumers about the nutritional benefits of potatoes, the USPD has launched a national advertising campaign. “Peel Back the Truth” tackles potato nutrition myths and quickly reveals, with the swoop of a potato peeler, the healthy truth inside a fresh potato. The new campaign is a continuation of the U.S. Potato Board’s (USPB) consumer nutrition education campaign that began in 2004 when low-carb diets were at their peak. Fad diets come and go but the nutritious potato stands tall. The half-page magazine ads will begin appearing in September 2008 in a variety of women’s food and lifestyle publications, including Cooking Light, Redbook, Southern Living, Taste of Home, Weight Watchers, Parents, Family Circle and Woman’s Day.