Issue link: http://read.uberflip.com/i/15761
COMMISSION MISSION by Frank Muir, IPC President Keeping Busy What’s ahead for the new IPC fiscal year sePtembeR maRKs the beGinninG of the idaho Potato Commission’s fiscal year and is perhaps one of the busiest times for the iPC and its agencies. we have worked hard over the past few months to develop a new marketing program with two primary key messages that will be communicated loud and clearl in every single program we initiate: 1) always look for the “Grown in idaho” seal to be certain you are purchasing genuine idaho potatoes. 2) idaho potatoes are a delicious part of a healthy diet and contemporary lifestyle. Driving the “Grown in idaho” seal message is a new television commercial featuring the iPC’s long-time spokesperson and nationally renowned fitness expert, Denise austin. the commercial features folks from around the country proclaiming that the best potatoes come from idaho, but are stumped when asked how they know where their potato was grown. Denise austin appears and explains that you have to look for the “Grown in idaho” seal. scheduled to debut in october, the commercial will air on national cable networks like Cnn, Food network and the Discovery Channel. in addition, it will air on network television stations in the following markets: milwaukee; tampa; boston; Chicago; Columbus, ohio; Detroit; indianapolis and new york. on the public relations front, two complimentary but distinct programs have been developed to keep idaho potatoes in the news and in consumers’ shopping carts all year long. this year, the 2010 idaho potato harvest will be communicated via a comprehensive football-themed media campaign. in early september, the iPC will announce the details of an exciting partnership with boise state university and university of idaho’s football teams that promises to excite idaho potato fans across the country, even those who don’t “bleed blue or gold” for bsu or ui! other activities include: *online consumer sweepstakes to win the “ultimate idaho Potato bowl Party.” Prize package includes a large, flat-screen tV and a catered bowl party for up to 25 guests with idaho potatoes starring in almost every dish. *Participation in a Co-op satellite media tour (smt), with a tailgating expert who will explain why idaho potatoes are the perfect tailgating food: they are easily transported, versatile, affordable and will keep fans fueled all season long. *tailgate-themed newsbureau with a special section on the iPC website that features tailgating tips and team-themed baked potato topping recipes for top- ranked college football teams. *interactive spuddy buddy: Consumers will be able to download an image of spuddy buddy from the iPC website and change the color of his shirt to match their favorite team’s color. in addition, the iPC is working closely with the american heart association (aha) and will announce in February, via an smt with Denise austin, the aha’s approval to use its well-recognized heart Check-mark on all idaho potato packaging and in all iPC marketing initiatives. this Check-mark certifies that idaho potatoes meet the aha’s criteria as a healthy food that is low in fat, cholesterol, sodium and contains at least 10 percent of the daily value of at least one naturally occurring nutrient. the Check-mark is the most recognized and trusted food icon today—83 percent of consumers are aware of the heart-Check mark and 66 percent of primary grocery shoppers say the mark influences their choices when shopping. in addition to these two initiatives, the iPC will continue to work with television icon, mr. Food, build its popular watching waistlines and wallets recipe collection, sponsor select high-profile food festivals and attract new followers and fans on Facebook and twitter through daily postings and compelling interactive consumer promotions. this new fiscal year has the potential to be an exciting and successful one for the idaho potato industry, and we are genuinely thankful for your continued support. PG 34 Potato Grower | SEPTEMBER 2010