IGSA Convention Keeps Iconic Idaho Potato Brand Fresh

SUN VALLEY, IDAHO — The Idaho Potato Commission has a marketing challenge many brands would envy: nearly everyone already knows Idaho potatoes. But familiarity alone does not guarantee relevance or sales.

The 98th annual Idaho Grower Shippers Association Convention brought growers, shippers, processors, marketers and industry partners together in Sun Valley ahead of the upcoming harvest. Broader discussions addressed water availability, agricultural economics and the industry’s future, while leadership transitions at IPC included Brian Jones becoming chairman and Brian Lundquist becoming vice chairman.

Against that backdrop, IPC President and CEO Jamey Higham focused on the demand side of the business: how the commission can build on Idaho’s strong consumer recognition and help move more potatoes through retail and foodservice channels.

“We’ve been learning how to do more with less for a long time, so we have to be smarter every year about where we invest,” Higham said. “Whether it’s stronger retail programs or marketing that keeps Idaho potatoes top of mind, the goal is the same: create demand and help move more Idaho potatoes.”

Attention With a Purpose: The Haute Potato Collection was one of IPC’s most visible recent successes. Inspired by the familiar images of Marilyn Monroe wearing a potato sack, the commission transformed traditional Idaho potato sacks into fashion pieces and presented them at Grand Central Terminal during New York Fashion Week in February. The campaign generated more than 163 million impressions and was picked up by 105 television news stations, according to IPC. The dresses were later auctioned to benefit No Kid Hungry.

“It couldn’t have been better,” Higham said. “We thought it was a very successful return on our investment.” The campaign illustrates how IPC keeps a familiar agricultural brand in the consumer conversation. Idaho potatoes do not have to stay in the produce aisle to help sell the produce aisle, but the attention ultimately needs to support the business.

Turning Recognition Into Sales: IPC works directly with retailers, foodservice distributors and restaurant operators to convert consumer recognition into movement. Higham credited the commission’s field teams and industry partners for translating marketing activity into measurable results. A recent promotion with US Foods increased sales by 8% during the promotional period and moved a significant volume of count cartons.

At retail, IPC is responding to shoppers’ increased focus on value. The commission has developed content showing how many meals can be prepared from a larger bag of potatoes and is seeing renewed interest in 10-pound packages.

For produce departments, the larger pack offers a timely opportunity to present potatoes as an affordable, versatile staple that can stretch across multiple family meals. Higham encouraged growers, shippers and their sales teams to work alongside IPC in supporting that opportunity.

The fashion show, foodservice promotion and larger retail pack may look like very different initiatives. Higham’s presentation connected them through a common purpose: keep Idaho potatoes relevant, support customers and create demand for the industry.

That is the work behind an iconic name. Recognition may get a shopper’s attention, but a smart, coordinated strategy turns that attention into sales.