Potato producers in Colorado (and nationwide) have been facing a continued downward trend in potato commodity prices. In an attempt to increase demand for potatoes, these growers had Colorado State University (CSU) researchers perform a market study regarding the viability of marketing a value-added potato. A survey was performed which asked consumers to identify important potato characteristics, their willingness to pay for these characteristics, and what might prompt them to purchase more fresh or processed potatoes in the future. This paper discusses the results and recommendations that CSU made to the Colorado potato producers.