Case Study: Basic American Foods achieves exceptional customer loyalty with CustomerGauge

Making Customer Loyalty a Company Staple

Basic American Foods (BAF) is a family-owned leader in convenient dry potatoes and beans, known for brands like Potato Pearls®, Golden Grill® and Santiago®. Although confident in strong customer relationships, BAF lacked a clear metric to quantify loyalty and faced challenges reaching end operators because many sales are indirect through distributors and contacts were incomplete or unfamiliar with the corporate name.

BAF adopted Net Promoter with CustomerGauge, rolling out monthly email surveys that included customers’ recent product purchases and logos, calling detractors and passives, and sending coupon thank-yous. Despite a modest ~10% response rate, BAF recorded consistently high NPS scores above +60 and captured valuable insights—identifying product substitution issues, informing R&D, improving customer service, and boosting internal morale by sharing customer praise across the company.

Basic American Foods

Donna Surma

Senior Manager of Insights – Innovation