Issue link: http://read.uberflip.com/i/775473
22 POTATO GROWER | FEBRUARY 2017 By Tyrell Marchant D iversity. It's become a major buzzword in the American lexicon over the last several years. Everybody wants to achieve it: diversity in the workplace, diversity in the government, diversity in the classroom, diversity in Hollywood. As society continues to grow more integrated and interwoven, a growing number of consumers have come to expect the same of their dinner plates. A medium-rare T-bone with a baked russet on the side may still enjoy a lofty standing in consumers' mental menus, but that top tier is more crowded than it's ever been. The consuming public wants to try new, colorful, adventurous foods, and, like it or not, they expect producers to keep up with the trend of diversity. Growers know that's a tall order; you can't simply throw some new cultivar in the ground just because Gordon Ramsay mentioned it on MasterChef. A lot of research, money and—perhaps most importantly—time are involved in getting a consumer's dream meal from farm to fork. Idaho Falls, Idaho-based SunRain Varieties works to bridge the gap between trend-seeking diners and reality-bound potato growers. The company was founded in 2009 with the idea of being an intellectual property-holding company. With SunRain's possession of many trademarks and varieties, it seemed like a good plan: sub-license varieties and have other growers grow their seed. SunRain Varieties introduces some color to the industry SunRain Varieties' offi ces south of Idaho Falls, Idaho Dozens of SunRain's cultivars were on display during the company's open house event in August.