Issue link: http://read.uberflip.com/i/447965
www.potatogrower.com 27 Masser said. "I had the chance to travel to Idaho during last year's USPB summer meeting, and traveling around Idaho really opened my eyes to their economies of scale, commitment and resources they've invested in this industry. We drove past the Palisades Reservoir on the Idaho-Wyoming border, and it could have been Lake Erie, from my perspective. "One thing that continues to impress me about the USPB is how far the USPB can leverage the funds of growers. This money helps all of us at home and extends our reach around the world. I'm simply amazed at how the USPB can do that. Whether we sell our potatoes at the end of our farm lane or in Asia or South America, as an industry, we all rise and fall together. The USPB does a great job of promoting all potatoes, all the time. "The research into consumers and the category has given me a lot of direction as to where I need to be heading and the types of potatoes I need to be growing. The insights about the 'Linda' marketing demographic have been particularly helpful to me in knowing and understanding my customers. Also, last year at the USPB annual meeting, the millennial focus group was quite telling about how we, as an industry, need to connect with this new generation who are very food-oriented and are increasingly influential with their rising purchasing power, new ideas and lifestyles. "The USPB—along with the National Potato Council and Alliance for Potato Research—benefits us most when there's an industry-wide problem like the low- carbohydrate dieting trends from the past few decades. These organizations are who we count on to be on the front line defending potato nutrition, and it doesn't matter who you are in the industry—everybody benefits from the air cover they give us." Promote All Potatoes In closing, Masser believes all growers, everywhere, need to remain supportive of the USPB in continuing to promote all potatoes, all the time. "By promoting all potatoes, all the time, this helps all of us grow our own businesses," Masser said. PG When Mother Nature hits, turn to the name you can trust. Our Valley ® certified technicians will get your center pivots back up and running. With the parts and experience to repair or replace all brands, we're here when you need us most. WHEN DISASTER STRIKES YOU CAN COUNT ON US. valleyirrigation.com DEALER IMPRINT 4 COLUMN x 5" (SAU50) 7.708" x 5" VALLEY EQUIPMENT & IRRIGATION 398 W. Hwy 39 Blackfoot, ID 83221 | 208-785-7017 149991ValEqu12h.indd 1 12/11/14 10:39 AM Different perspective. Masser gained a new appreciation of mass potato production when he visited Idaho last summer, but Western growers can learn a thing or two from him as well.