Posts Tagged “Idaho Potato Commission”

Idaho Potato Commission’s New TV Commercial is Scoring Big Points

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DSCN0185By the Idaho Potato Commission

EAGLE, ID —  The Idaho Potato Commission (IPC) launched its new television commercial during the Boise State University (BSU) vs University of Virginia (UVA) football game that aired live from Albertson’s Stadium in Boise, Idaho in late September.  As a long-standing Bronco sponsor, this marquee game presented an ideal opportunity to unveil the seventh installment of the IPC’s  commercial featuring the Big Idaho Potato Truck, Farmer Mark and his ever-faithful hound.

“Every year the popularity of the Big Idaho Potato Truck grows exponentially due in large part to the national television commercial that airs when the Truck isn’t on the road.  As a result, consumers are exposed to the Truck for an entire year, as opposed to 6-months, the actual length of the tour, explained Frank Muir, President and CEO, IPC.   “Launching the commercial during the IPC’s nationally-televised marquee game at Albertson’s Stadium has become a tradition.  Not only are we further supporting Idaho football but the strength of the brand is reinforced through the prominently placed Idaho’s potato signage throughout the stadium, and the reporters are always excited to talk about spuds.”

During the game ESPN reporters made it clear to their viewers they were in Tater Nation.  From footage of the Big Idaho Potato Truck and non-stop shots of Spuddy Buddy, to a close-up of sideline reporter, Molly McGrath’s loaded baked potato, Idaho’s potatoes were treated like MVPs from the kick-off to the very last play of the game.
The commercial airs through early April on popular networks like CNN, The Food Network, Headline News, Fox News and The History Channel, achieving more than 550 million audience impressions. To view it now, visit the IPC’s YouTube channel.

For more information about Idaho’s famous spud visit:  idahopotato.com

About the Idaho Potato Commission

Established in 1937, the Idaho Potato Commission (IPC) is a state agency that is responsible for promoting and protecting the famous Grown in Idaho seal, a federally registered trademark that assures consumers they are purchasing genuine, top-quality Idaho potatoes. Idaho’s growing season of warm days and cool nights, ample mountain-fed irrigation and rich volcanic soil give Idaho potatoes their unique texture, taste and dependable performance, that differentiates Idaho potatoes from potatoes grown in other states.

Boise State Football

The Boise State Bronco lost the game to Virginia University, 42 to 23.  However, the Broncos have an 8-2 won, lost record.

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Study Points Out Popularity of Idaho Bagged Potatoes

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IdahoSpudConsumers are less likely to not buy Idaho-branded bagged russet potatoes due to price changes than potatoes from other states, according to a new study.

The Idaho Potato Commission commissioned the study conducted by economist Timothy Richards of Arizona State University, which used retail scan data for the two-year period.

The numbers indicate that Idaho potatoes have a higher consumer preference and can command a more premium retail price or markup.

“The research showed that for russets, Idaho russets are less price elastic than non-Idaho russets,” said Seth Pemsler, vice president of retail and international programs for the commission. “When price goes up on Idaho (russets), the resulting lost volume is significantly less than non-Idaho russets.”

Photo courtesy of Idaho Potato Commission

Pemsler said the findings suggest that if retailers don’t discount Idaho russets to the same degree as non-Idaho russets, there wouldn’t be a significant effect on volume sold.

The study showed that overall price elasticity of bagged Idaho russets was 1.26 compared with 1.91 for bagged russets from other areas.

The study breaks down data from the entire U.S. and eight separate regions over the two-year period, according to an executive summary of the research.

In addition, Idaho potatoes are the least vulnerable to competitive pricing.

Based on scan data of 5- and 10-pound bags, Idaho russet potatoes have the highest profit margin potential compared with potatoes from other origins.

“The fact is that even if you pay 10 cents a bag more for Idaho russets, you can charge 20 cents per bag more at retail,” Pemsler said

Bulk potatoes were not evaluated because of inconsistencies found in the data due to the nature of price-look-up stickers and misidentification of variety and brand/origin at checkout registers.

Bagged potatoes represented 70 percent of all potato volume tracked during the two-year study.

Pemsler estimated about 60 percent of retailers in the U.S. carry both Idaho and non-Idaho bagged russets.  The data has not yet been published but more details are available from the Idaho Potato Commission at Seth.Pemsler@potato.idaho.gov.

 

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Winners Announced For Idaho Potato Holiday Recipes Contest

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IdahoPotBy Idaho Potato Commission

EAGLE, ID — Following an online “Fully-Loaded Idaho® Potato Cook-off” recipes event, Kenmore® awarded Crystal Schlueter’s unique and easy-to-make Mashed-Up Kimchi Reuben Tater Bombs with Sweet Onion & Gochujang Aioli the grand prize. The poppable hors d’oeuvres balance sweet onion, salty reuben, savory mashed potato filling, and spicy gochujang dipping sauce to create an unforgettable flavor experience.

In November, participants entered their favorite holiday-themed recipes to showcase their love for Idaho® potatoes. Kenmore® selected four winners, including a “Social Spud,” the most liked recipe on social media channels.

Grand Prize
Mashed-Up Kimchi Reuben Tater Bombs with Sweet Onion & Gochujang Aioli
Crystal Schlueter, Northglenn, CO
Prize: $1,500 cash + full suite of Kenmore® small kitchen appliances

2nd Place
Cream of Potato Jalapeño Soup
Tamie Joeckel, Richardson, TX
Prize: Kenmore® small kitchen appliance + 15 lb box of Idaho® potatoes

3rd Place
Beggar’s Pouch Mashers with Spinach and Parmesan
Sharon Damante, Napa, CA
Prize: Kenmore® small kitchen appliance + 15 lb box of Idaho® potatoes

Social Spud
Grandma’s Shepherd’s Pie
Anna Feliciano, Mahopac, NY
Prize: $500 + 15 lb box of Idaho® potatoes

Idaho Potato Commission President and CEO, Frank Muir, acknowledged the strength of IPC’s partnership with Kenmore® and Momma Cuisine–a well-respected cooking personality with an impressive following on Twitter–for this online event. “Idaho® potato lovers are some of the most dedicated fans out there and we knew that by partnering with Kenmore®, one of the country’s most trusted brands, and Momma Cuisine, we would get some fantastic entries,” Muir explained. “I’m impressed with the quality and creativity of the entries. Thank you to all the participants and congratulations to our winners.”

About The Idaho Potato Commission 

Established in 1937, the Idaho Potato Commission (IPC) is a state agency responsible for promoting and protecting the famous “Grown in Idaho™” seal, a federally registered certification mark that assures consumers are purchasing genuine, top-quality Idaho® potatoes. Idaho’s growing season of warm days and cool nights, ample mountain-fed irrigation, and rich volcanic soil give Idaho® potatoes their unique texture, taste and dependable performance, which differentiates Idaho® potatoes from potatoes grown in other states.

For contest requirements and judging criteria see our news post from Nov. 17, 2016.

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Want to Attend the Idaho Potato Bowl Free?

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idahopotatodisplay

On Dec. 22, the Idaho Potato Commission will once again sponsor the Famous Idaho Potato Bowl will celebrate its 20th anniversary.  If you are a driver having a layover in Boise, you ought to check with a local Idaho potato shipper because there’s a good chance you can get a free ticket to the game.

Hosted in Albertsons Stadium at Boise State University in Boise, Idaho, the game is unique as it’s the longest-running cold-weather bowl game played on the arena’s famed blue turf.

The Idaho Potato Commission (IPC) has a history of using creative marketing techniques to draw attention to its state’s potatoes and this fall and winter are no exception.

Frank Muir, president and CEO for the Idaho Potato Commission, Eagle, said in November, the group’s famed Big Idaho Potato Truck turned heads as it traveled as part of an entourage transporting the 60-foot Capitol Christmas Tree from Payette National Forest in Idaho to Washington, D.C. The Big Idaho Potato Truck delivered hundreds of ornaments made by Idaho schoolchildren and participated in local events that took place along the cross-country journey.

The Big Idaho Potato Truck was built five years ago to celebrate the commission’s 75th anniversary and has now traveled more than 100,000 miles promoting the heart-healthy benefits of Idaho potatoes. The campaign has also donated to local charities through its “A Big Helping” program.

Regionally, retail promotions are planned at Albertsons and Safeways with displays featuring information about the football game. Further promoting Idaho potatoes is the fourth annual Idaho Potato Drop for New Year’s Eve. Held in downtown Boise, thousands of people gather in front of the state capital to see the giant potato drop (like Times Square’s ball).

Finally, in January and February, the commission will again promote Potato Lover’s Month and its 26th annual retail display contest.

Idaho potatoes – grossing about $4200 to Atlanta.

 

 

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Holiday Ready Potato Recipe Contest Deadline is 11/30

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dscn7660by Idaho Potato Commission

EAGLE, ID  — Attention food fanatics and chefs extraordinaire! During the month of November enter your favorite Idaho® potato recipe for a chance to win a $1,500 cash prize, a myriad of kitchen appliances from Kenmore® and a 15 lb. bag of fresh Idaho® potatoes. In addition to the prizes awarded for first, second and third place, a $500 “Social Spud” prize will be given to the recipe receiving the most “likes” on the contest page, encouraging contestants to share their recipe entry on their social media channels.

“This contest is a smart way for three well-known reputable brands to get folks across the country excited about baking and cooking with Idaho® potatoes during the holiday season,” explained Frank Muir, President and CEO, Idaho Potato Commission (IPC). “We believe this could be the biggest recipe contest in the IPC’s history in terms of number of entries received and total reach to consumers and the media. And that means more great recipes for us to try and share with family and friends!”

To be eligible, all entries must be received by 11:59 PM MST, November 30, 2016 and include the following:

  • Use fresh, frozen or dehydrated Idaho® potatoes
  • Include complete recipe ingredient list and directions
  • Submit a high quality recipe photo
  • Provide a brief recipe description

Prizes include:

  • First Place: $1,500 cash and a full suite of Kenmore® small kitchen appliances
  • Second Place: Kenmore® small kitchen appliance and a 15 lb. bag of Idaho® potatoes
  • Third Place: Kenmore® small kitchen appliance and a 15 lb. bag of Idaho® potatoes
  • Social Spud: $500 cash for the recipe with the most votes

Recipes will be reviewed and tested by representatives from the IPC and judged on their combination of creativity, taste, ease of preparation, and, of course, use of Idaho® potatoes. Winners will be notified by December 10, 2016. The winning recipe will be featured on the IPC’s website and social media channels.

About The Idaho Potato Commission

Established in 1937, the Idaho Potato Commission (IPC) is a state agency responsible for promoting and protecting the famous “Grown in Idaho™” seal, a federally registered certification mark that assures consumers are purchasing genuine, top-quality Idaho® potatoes. Idaho’s growing season of warm days and cool nights, ample mountain-fed irrigation, and rich volcanic soil give Idaho® potatoes their unique texture, taste and dependable performance, which differentiates Idaho® potatoes from potatoes grown in other states.

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Big Idaho Potato Truck Sets Sail In NYC Harbor

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IdahoPotTkBy The Idaho Potato Commission

EAGLE, IDAHO — The world’s largest potato on wheels traded its tires for buoys in celebration of the 2016 Idaho® Potato Harvest. On Wednesday, August 24, the giant spud embarked on her maiden voyage through the New York Harbor – beginning in Brooklyn and passing all the major landmarks in South Manhattan including the Brooklyn Bridge, Statue of Liberty and Freedom Tower.

Over the next several weeks 320,000 acres in Idaho will be harvested and yield more than 13 billion pounds of Idaho® potatoes. New York is the largest consumer of Idaho® potatoes, and two iconic New York-based restaurants, Macy’s and Toffenetti’s, were instrumental in establishing Idaho® baked potatoes as a premium menu item back in the 1930’s.

New Yorkers consume more potatoes than any other state. To show its appreciation, the Idaho Potato Commission (IPC) donated 12,000 pounds of Idaho® potatoes (equivalent to the weight of the Big Idaho® Potato on the Truck) to Holy Apostles Soup Kitchen, New York’s largest emergency food program. They’ve consistently served 1,000 homeless and hungry people every weekday for the past 30 years.

“New Yorkers have played a major role in building the Idaho® potato brand and making the baked Idaho® potato one of the most sought after side dishes on the menu,” explained Frank Muir, President & CEO of the IPC. “It was a privilege for us to spend time at Holy Apostles Soup Kitchen and provide and serve healthy Idaho® potatoes to those who are less fortunate.”

The Big Idaho® Potato Truck was built five years ago to celebrate the IPC’s 75th anniversary. The organization wanted to celebrate the milestone in a big way, and more importantly, include the entire country in the celebration. The idea for the Truck was born from a vintage postcard depicting a giant potato on a flatbed trailer with the quote, “We Grow ‘Em Big in Idaho.” To date, the Truck has traveled over 100,000 miles promoting the heart-healthy benefits of the Idaho® potato and donating to local charities through its “A Big Helping” program.

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About The Idaho Potato Commission

Established in 1937, the IPC is a state agency responsible for promoting and protecting the famous “Grown in Idaho®” seal, a federally registered certification mark that assures consumers are purchasing genuine, top-quality Idaho® potatoes. Idaho’s growing season of warm days and cool nights, ample mountain-fed irrigation, and rich volcanic soil give Idaho® potatoes their unique texture, taste and dependable performance, which differentiates them from potatoes grown in other states.

The Big Idaho® Potato Truck travels across the country carrying the world’s largest potato on wheels — a 28 foot long, 12 foot wide, 11.5 foot tall, 6 ton spud. It was built to celebrate the Idaho Potato Commission’s 75th anniversary in 2012 and was intended to be on the road for one year. But it was such a hit the journey continued and today it’s more popular than ever. For more information visit www.bigidahopotato.com.

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Idaho Potato’s Newest TV Commercial to Air Nationwide

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by Idaho Potato CommissionIdahoP

EAGLE, Idaho – The Idaho Potato Commission (IPC) recently released the latest addition to its series of highly memorable television commercials starring the Real Idaho® Potato Farmer Mark Coombs in search of his famed Big Idaho® Potato Truck.  In this fourth spot, Farmer Mark sets off on a mission with his bloodhound, Otis to find his missing truck after he sees college football sideline reporter, Heather Cox with his truck on the local news.

The “Missing” commercials featuring Farmer Mark made their debut four years ago during the first Big Idaho® Potato Truck Tour.

“Pairing our two largest marketing campaigns has proven to be highly successful,” says Frank Muir, President and CEO, IPC. “By featuring the Big Idaho® Potato Truck in our ads, we are essentially promoting the tour ten months out of the year. And, we know the campaign works because almost everywhere the truck travels, folks who have seen the commercial tell the traveling Tater Team to go home!”

The new commercial made its national debut during the Boise State University vs. University of Washington football game on September 5 and began running regularly in mid-October on national cable networks including The Food Network, CNN, Headline News, Fox News, The History Channel and The Cooking Channel.  The commercial will air through early February and generate more than 550 million audience impressions.

Heather Cox, a college football sideline reporter who has been working with the IPC for three years made a cameo appearance as herself in the commercial.  During football season, the Idaho resident helps generate excitement for Idaho® potatoes among college football fans and spud lovers across the country.  Currently she is helping the IPC promote its first online tailgating recipe contest.

The Big Idaho® Potato Truck just completed its fourth cross-country journey.  The tour began in 2012 as a one-year campaign to celebrate the IPC’s 75th anniversary and it was apparent from the start, based on the reaction from consumers, the industry and the media, that the truck would not be retiring anytime soon.  Today, it’s a solid part of pop-culture that has visited 48 states, met millions of folks across the country and generated billions of media impressions.

To view the commercial online, please visit the IPC’s YouTube Channel.

 

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Spud Truck Hits Road with Heart-Health Message for Women

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SpudTkBOISE, Idaho – The head-turning, jaw-dropping Great Big Idaho® Potato Truck is back on the road for its third consecutive cross-country tour with a new message for women: Take care of your heart! The five-month long, 2014 Big Idaho® Potato Truck Tour kicked off in Boise, Idaho with waves, cheers, and hugs from the students of Riverside Elementary School and salutes from soldiers at the Air Force Base in Mountain Home.
In 2011, fresh Idaho® potatoes were certified by the American Heart Association’s Heart-Check Food Certification Program by meeting the program’s nutrition requirements and they now bear the highly recognized and respected Heart-Check mark on the packaging. This recognition is profoundly helpful in reminding consumers that Idaho® potatoes can be a part of their everyday diet. Knowing that heart disease is the No. 1 killer of women (mothers, sisters, daughters, friends) and is more deadly than all forms of cancer combined, it’s more important than ever that women understand the role both diet and exercise play in achieving a healthy lifestyle.
“The Idaho Potato Commission’s (IPC) support of the American Heart Association’s Go Red For Women movement provides another new and exciting way we can remind consumers, especially women, of the nutritional benefits Idaho® potatoes offer,” said Frank Muir, President and CEO, IPC. “In addition to a new charity beneficiary, we’ve rebranded the Truck so it showcases fresh Idaho® potatoes prepared in various ways and creatively communicates the potato’s nutritional benefits.”
“The American Heart Association’s Go Red For Women movement is grateful to the Idaho Potato Commission for supporting us in our fight against heart disease in women,” said Bernie Dennis, Chairman, American Heart Association National Board of Directors. “This is an exciting opportunity for the Idaho Potato Commission to help educate consumers on ways they can prevent heart disease through diet and exercise.”

In 2014, the truck will visit 26 states and travel close to 19,000 miles during a five-month period. The Truck and its seasoned traveling Tater Team will stop at high traffic events like the Kentucky Derby, the Art Car Parade and Festival in Houston, Texas and the 55th World Lumberjack Competition in Hayward, Wisconsin. In between events, the Truck will visit key retailers and foodservice operators, and local places of interest it finds along the way.
The Truck The Great Big Idaho® Potato weighs more than 6 tons (the equivalent of 32,346 medium-sized Idaho® potatoes). It has become a traveling ambassador for the country’s most famous potato. After being seen by hundreds of millions of Americans in person and in the IPC’s national television commercial, the most frequently asked question is, “Is it real?” We’ll never tell… but in the event it is, the Great Big Idaho® Potato:

  • Would take more than 10,000 years to grow.
  • Is 1,102 times heavier than the largest potato ever grown, which weighed 11 pounds.
  • Would take 2 years and 9 months to bake.

The Great Big Idaho® Potato Truck was created and built by Chris Schofield and Sharolyn Spruce of Weiser, Idaho. With the help of a few specialized contractors, they spent an entire year designing and building this incredible vehicle. The Kenworth Sales Company and Western Trailer, both based in Boise, Idaho, also aided with the construction.
The Tour To find out when the Great Big Idaho Potato Truck will be in a city near you, please visit www.bigidahopotato.com. The website provides in-depth information about the Truck, the IPC’s support of the Go Red For Women movement and weekly updates with tales and photos from the road.

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Potato Popularity is on the Rise, Claims Study by Potato Organization

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040A new survey conducted by the Idaho Potato Commission revealed that 97 percent of Americans said they eat potatoes and more than 81 percent enjoy them as a side dish, snack or main course on average of three days per week.

“The Idaho Potato Commission’s marketing programs have one main objective – to increase Idaho potato consumption nationwide,” Frank Muir, president and chief executive officer of the IPC, said in a press release. “We were thrilled with the survey results, which found consumer attitudes toward potatoes shifting. America’s favorite vegetable is now consumed three times a week, up from two times per week in 2009.”

The survey also revealed that more men than women (84 percent vs. 78 percent) eat potatoes once a week, and that Midwesterners are more likely than those in other regions of the country to eat potatoes at least once a week (88 percent vs. 78 percent).

Regarding how consumers eat their potatoes, the survey showed that baked (29 percent) led the way, followed by mashed (25 percent), French fries (17 percent), hash browns (9 percent) and potato chips (5 percent).

Baked potatoes are favored more by those who are age 45 and up than by 18-44 year-olds (36 percent vs. 23 percent). More 18-44 year-olds than those who are 45 and older prefer French fries (21 percent vs. 12 percent).

When survey participants were asked which vegetable they crave most, potatoes were the clear winner. Nearly one quarter (24 percent) of the Americans chose spuds, followed by leafy greens such as lettuce, kale or spinach (20 percent), broccoli (14 percent), tomatoes (13 percent) or corn (11 percent).

Despite the growing “buy local” movement, 72 percent of Americans would eat Idaho potatoes over potatoes from other states, according to the survey.

The Idaho Potato Commission survey was conducted by Kelton between Jan. 7 and Feb. 3 among 1,000 nationally representative Americans ages 18 and over using an email invitation and an online survey.

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Big Idaho Potato Truck is Touring the USA

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A huge Idaho potato on a flat-bed truck is once again hitting the road this year as part of the Idaho Potato Commission’s (IPC) television advertising campaign.

The Kenworth is pulling a giant tator that weighs 12,130 pounds, which the IPC claims equals 32,346 medium sized potatoes.

Additionally, the famous fitness guru  Denise Austin will once again be the celebrity spokesperson for Idaho potatoes.

The  IPC big Idaho potato truck, on its seven-month national tour will conclude its trip just in time for the Produce Marketing Association’s (PMA)annual convention and trade show in Anaheim, CA late October.

The IPC’s new ad campaign premiered on national television on ESPN during the recent Boise State vs. Michigan State game (MSU won 17-13).

The IPC ad program will be on national cable television beginning in mid-October” and continuing through February. the campaign will be carried on a variety of news programs such ase CNN and FOX News, as well as the Food Network, The Cooking Channel, HGTV, and The History Chanel among others.

By the end of the tour, the truck will have travelled over 15,000 miles, visited some 150 cities in 35 states across the country

In other activities, Denise Austin “will be doing two different public service radio announcements” for the commission.

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