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ALL TOGETHER. The USPB executive committee, from left to right, are: Lon Baley, Molly Connors, Jimmy Harrell, Todd Michael, Tim O’Connor (president and CEO of the USPB), Cheryl Koompin, Tom Qualey, Monty Smith, Sid Staunton and John Probasco. Looking Ahead The USPB Annual Meeting Story and photos by Tyler J. Baum A MILESTONE WAS ACHIEVED AT THE USPB’s 38th Annual Meeting at the Westin Tabor Center in Denver, Colo., March 9–12. Cheryl Koompin of American Falls, Idaho, was chosen as the 2010–2011 chairperson— the first female chair from Idaho and the first female chair in seven years. Looking ahead to the future and addressing the concerns that plague the industry now were topics that ran through the veins of every presentation given at the meeting. Among the topics addressed were ways to innovate amid declining demand and planning ahead for a new Long Range Plan (LRP). 10 Potato Grower | MAY 2010 COMMITTEE REPORTS USPB CEO Tim O’Conner spoke on how the day-to-day is important, but the long range is critical. His remarks also focused on the importance of demand and called for competition amongst industry sectors to diminish because all sectors in the industry are tied together. Only the consumer wins when sectors compete with each other. “The biggest problems we face are not sector-oriented,” he says. “If one sector struggles, it pulls all by the coattails.” Those problems include: declining demand, acrylamide, obesity, low-carb diets and changing consumer lifestyles and meal preferences. Among those, declining demand is by far the biggest problem, driving all other aspects of the industry. “Demand matters, and it’s everyone’s problem in the industry,” he says. Product innovation has been on the minds of the Domestic Marketing Committee. A new product concept, developed through its innovation efforts, was designed to bring a higher level of convenience to the fresh category. The “potato masher bowl” is made up of a plastic container, red potatoes and seasoning packet. With 10 minutes in the microwave, followed by the addition of the seasoning packet and milk, simply smash the potatoes and serve. During the Domestic Marketing Committee’s report, it released a small booklet that revolved around the number 5, called “The Power of 5 in Reaching Linda.” Kathleen Triou, Domestic Marketing Vice President, explained the five keys to integration: context, content,