The winter slump was hard for potatoes — sales were slow and consumers just weren't interested, so the Idaho Potato Commission decided to do something about it. Idaho Potato Lover's Month was launched in 1991, an outgrowth of Idaho Potato and Onion Week that started in 1946, says Seth Pemsler, vice president of retail and international programs for the Idaho Potato Commission.
February advanced from one of the slowest months to the fourth-highest month for Idaho potatoes — behind October, November and December, Pemsler says. The holidays are over and, even with global sourcing, many produce commodities are in tight supply in the dead of winter.
“It's a good time for us and the retailers to create some focus and awareness in the produce section,” Pemsler says. The campaign caught on so well the promotion calendar was altered in response to suppliers grumbling about the narrow window February provided for promoting Idaho potatoes.
Shippers couldn't meet orders, Pemsler says, so now the “month” starts Jan. 16 and ends March 17.
On display
The centerpiece of Idaho Potato Lover's Month is the commission's massive retail display contest. Most such contests attract maybe a few hundred participants, Pemsler estimates. But for the past three years, the Idaho Potato Commission's contest has logged 5,000 entries. There are two reasons the competition is so successful, he says, besides a desire to boost Idaho potato sales.
First is the classy premium all entrants receive just for participating in the display contest.
Second is the category manager prize match. All category managers receive the premium, and if one of their stores wins one of the top prizes, the category manager gets a duplicate of that prize.
The commission ties in with a promotional partner to help defray expenses. Since 2013, that partner has been Hormel Real Bacon
Bits, says Jamie Quinno Bowen, Idaho Potato Commission marketing manager.
“They've been a fantastic partner,” she says.
This year's top prize in each category is an expense-paid Caribbean cruise for two. Places second to fifth are awarded
cash prizes of $1,000, $750,
$500 and $250.
Supplier support
Grower-shippers are very much in tune with the contest and provide their customers with brochures and POS materials and can answer questions, Bowen says. Potandon Produce LLC, Idaho Falls, Idaho, does more than just promote the contest for customers who use Potandon's product in their displays, says Dick Thomas, senior vice president, potato sales.
“If they win a prize, we match it,” he says. A large majority of Potandon's customers participate in Idaho Potato Lover's Month, he says, and it pays off for the retailer and the supplier.
“We see a bump in sales due to the attention that the display brings,” Thomas says. “We've done it for years, and we're always excited to support our retail customers.”
The commission doesn't track sales, Pemsler says, but retailers have told members of the field staff they see significant movement. The amount of the sales bump can vary by size of the customer. Major retailers might see an increase of 5% to 10%, while smaller stores might see a sales boost of 50% to 100%, he says. The greater the impact a store's display makes, the more potatoes it will sell, he says.
“When they build phenomenal displays with giant banners and all kinds of things going on, they get a bigger lift than someone who just sticks our signage on and says, ‘There's a display,'” Pemsler says.
Outstanding entries
There have been a number of memorable entries over the years. One produce manager built a 12' Idaho Potatoes logo out of wood and filled it with potatoes, Pemsler says. Another one shot a video of Mr. and Mrs. Potato getting married.
“They were in costume and had little spuddlings holding the ring,” he says. “They actually did a full performance in-store before an audience
of shoppers.”
Still another produce manager built a cardboard version of the commission's Big Idaho Potato Truck, painted it and mounted it on a wall with an Idaho potato display underneath.
“That is going to draw people in,” Pemsler says. “That helps drive potato sales and produce sales in general.”
Bowen recalled a display that featured a potato version of “Hillary” with a caption that read “Elect Great Taste,” and a potato “Donald” saying, “Make dinner great again.”
“The ones that are most effective in my mind are the ones where the people say let's do something innovative,” Pemsler says.
For complete entry rules or to see some previous winners and get an idea of the types of displays that appeal to judges, Pemsler suggests visiting idahopotato.com/retail.