Potato Grower

By Sue Kennedy "Is it real?" is still the No. 1 question asked by folks who see The Great Big Idaho Potato Truck. Approaching the end of its second seven-month tour in two years, the six-ton tater is still turning heads everywhere it goes. "People love the truck," says Kristie, one of the three Tater Team members who travel with the truck. (Team members go by first name only publicly.) "On the highway people honk their horns, wave and we've even had one person follow us until we stopped so they could get their picture taken with us." The truck was built in 2012 in celebration of the Idaho Potato Commission's 75th anniversary. It's a "brought to life" replica (although a tad more realistic looking) of the vintage postcard featuring a giant potato on a flatbed truck. From the moment it received an official sendoff from Governor C. L. "Butch" Otter in front of the capital in Boise, it became one of the most talkedabout mobile marketing vehicles on America's highways. "We get requests every single day from people across the country asking if the Truck can make an appearance at their event, says Foerstel Design's Laura Marten, director of the Great Big Idaho Potato Truck. "If we're in the area or have enough notice we do our best to accommodate 26 Potato Grower | JANUARY 2014 every request. The coordinators of the events we've attended all want us back – the truck is a huge hit." One of the truck's main missions is to help raise awareness and funds for Meals On Wheels Association of America (MOWAA), the oldest and largest national organization dedicated to helping end senior hunger. The MOWAA logo is prominently displayed on the Truck along with logos of several others of the IPC's marketing initiatives including the American Heart Association Heart-Check Mark, the Famous Idaho Potato Bowl and the well-known "Grown in Idaho" seal. "The tie-in with MOWAA was a very smart decision," says Paul, the truck's driver. "At every stop we meet at least one person who has a family member or close friend who receives meals daily from their local Meals On Wheels chapter. They want us to know how appreciative they are of the Idaho Potato Commission's support." Even the local media has embraced the partnership. In 2012 more than 450 million media impressions were generated through television news programs and local newspapers; 99 percent of the coverage lauded the IPC for its support of this organization that delivers more than a million meals each day to homebound seniors. The truck also serves as a traveling ambassador for the great state of Idaho. Nearly one-third of all potatoes grown in the United States are grown in Idaho. "This truck has enabled us to recognize an industry that has worked tirelessly to grow the finest potatoes available," says IPC president and CEO Frank Muir. "We know that our potatoes provide nourishment to millions of folks every day of the year but many don't realize how important the potato industry is to Idaho. Idaho potatoes generate more than $4 billion in revenue annually and employ more than 30,000 people. Agriculture and potatoes in particular are the primary reasons Idaho is among the most fiscally sound states in the nation." The truck is supported by a strong marketing campaign including public relations and advertising. In 2012 the truck, along with Idaho potato farmer Mark Coombs, starred in the IPC's national

• Cover