Issue link: http://read.uberflip.com/i/10959
COMMISSION MISSION by Fra nk Muir, IPC President Brand Recognition Idaho has a jumpstart U.S. POTATO EXPORTS HAVE REACHED an all-time high of $1.2 billion. With Idaho being the largest potato-producing state in the country, there is no doubt that Idaho growers are benefiting economically from the increase in demand of potatoes from other countries. Over the past several years, the IPC has worked extremely hard and successfully with Idaho government officials and other potato-producing states and national organizations to open borders and increase the demand for potatoes, specifically Idaho potatoes, around the globe. For instance, six years ago Mexico was one of the only importers of Idaho potatoes and Idaho potatoes comprised only 1 percent of that market. Today, through concerted efforts, Idaho commands 33 percent of the Mexican potato market. In addition to Mexico, Idaho now exports fresh potatoes to Canada, Hong Kong, Macau, Malaysia, Singapore, Puerto Rico, the Caribbean and Central America. There are several reasons why Idaho potato exports have increased so rapidly in recent years: • Trade Shows and Trade Missions: The IPC attends several international trade shows each year to establish relationships with prospective distributors and facilitate the sales process. At least one shipper from Idaho accompanies the group; any interested Idaho shipper is invited to participate. This allows the shipper(s) to meet one-on-one with the distributor(s) to discuss short- and long-term potato needs and quickly close the sale; • Promotional Support: Regardless of the country or the quantity of potatoes exported to it, the IPC offers the same promotional support it provides retailers and foodservice operators in the U.S. For example, ad allowances and use of point-of- sale materials help keep consumer demand high and contribute to increased market share for Idaho potatoes. This is a significant point of differentiation for the IPC; • Global Recognition: 73 years ago, Idaho growers recognized the uniqueness of their potatoes and established the Idaho potato brand. Through strategic marketing, incredible foresight and significant resources, Idaho potatoes are now recognized around the world as a premium all-American product that people ask for by name. The export challenges the industry faced only a few years ago are slowly becoming obsolete. Foreign markets are demanding U.S.-grown russet potatoes, and the IPC will continue to ensure that Idaho potatoes are their preferred potato. Idaho potatoes now fill the shelves of supermarkets in Puerto Rico. Courtesy photo. Idaho potatoes, in my opinion, already have a jumpstart on the competition through name recognition alone. I have traveled extensively around the world and when I tell anyone I’m from Idaho, inevitably they respond by saying “potato” in their native tongue… and always with a smile. PG Two members of the American Trade Office in Mexico City, Mexico, pose with Spuddy Buddy at ANTAD, the largest retail trade show in Mexico. Courtesy photo. 26 Potato Grower | JUNE 2010