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WWW.POTATOGROWER.COM 93 Humidifiers 208.970.0091 The Best Value In The Industry www.fortehumidifiers.com 4084-13GroupAg13s.indd 1 4084-13GroupAg13s.indd 1 11/19/20 2:41 PM 11/19/20 2:41 PM during the busiest grocery shopping season of the year. Social Media Idaho potato's social media presence has increased steadily every year due in large part to strategic partnerships and promotions. To kick off the holiday season, the IPC worked with The FeedFeed, a popular Instagram page with 1.9 million passionate foodie followers. During the first week of November, a FeedFeed executive chef hosted a live culinary demo preparing Idaho potato muffin tin gratins. Viewers had a chance to win fresh Idaho potatoes, cookware and a Visa gift card. Retail Support The IPC's new retail ad campaign uses striking imagery to capture retailers' attention and encouraging them to take a closer look at changing sales trends before placing their next potato order. This was especially important during this unique holiday season. To further support this message, the IPC emailed a flyer to all its retail customers encouraging them to stock up on Idaho potatoes in November and December. The flyer, which can be found on the IPC website, is supported by sales data and underscores that consumers' shopping habits are shifting toward larger pack sizes. Foodservice Unique and innovative uses for Idaho potatoes is the theme of this year's new print ad campaign that launched in September. Throughout the year, including the holidays, six different recipes, created by well-known chefs from across the country, will be prominently featured in magazines like Plate, Flavor & the Menu and Restaurant Business. The recipes range from plant-forward satay, to a twist on latkes and most importantly, all are takeout-friendly—a major shift in service the restaurant industry has had to embrace due to coronavirus. We're certain takeout will remain popular throughout the holidays, and we want to make sure Idaho potatoes are on the menu. These activities complement and are supported by our ongoing public relations efforts that include an extensive media outreach campaign prompting reporters to include Idaho potatoes in their holiday stories. From all of us at the IPC, we wish you a healthy and happy 2021.