SUN VALLEY, Idaho -- The Idaho Potato Commission’s CEO Frank Muir said the state’s strong brand is proving “locale” can overcome local produce popularity at retail.
“Locale trumps local with Idaho potatoes,” he said Aug. 31 at the Idaho Grower Shippers Association’s annual meeting in Sun Valley.
He said surveys continue to show the Idaho potato brand sells at higher prices and retains its premium status in retail stores.
Muir said the state has battled some quality issues in recent seasons, but the commission is working with growers on a best practices document that will ensure Idaho potatoes deliver at a premium quality level.
Muir said the Idaho potato has fought anti-carb diets, anti-french fry potato haters and the local movement and won every time.
Among the promotions the commission has planned for the 2017-18 season are continuing to sponsor the Famous Idaho Potato Bowl college football in Boise in December; return of the Idaho potato truck, that will feature a new fiberglass potato that is a little smaller, so it doesn’t have to travel with the “wide load” designation on the highways, and it will be able to be lighted on the inside so it will look like it glows; and a television commercial plan in the fall centered on the “missing” truck.
On the non-fresh side, Lamb Weston plans to launch a line of frozen potato products using the “Grown in Idaho” seal that is used on fresh potatoes. Muir said he had been pushing for such a co-branding plan for many years and is excited for the “massive consumer launch” this fall nationwide.
Spuddy Buddy will also continue to be used in many promotions, capitalizing on its national popularity.