b'Selling Potatoes by the VarietyIn Idaho, fresh potatoes have been sold by variety for almost a century. In 1937, Idaho potato growers banded together and decided that instead of competing against each other to market and sell their spuds, they should work together.Each shipper was only so big and only had so much of a budget. If they were able to create an organization that all of them could pay into equally, then that would generate more reach for their marketing programs, Ross Johnson, vice president of retail and international for the Idaho Potato Commission, says in a phone interview. The state has a marketing order that puts all its fresh potatoRoss Johnson, vice president ofRJ Harvey, culinary director at shippers on a level playing field. It also requires every package ofretail and international for thePotatoes USApotatoes to be labelled with the variety name that is in it. Idaho Potato CommissionLabelling the variety is one thing. But the other thing that we do is any fresh potato that leaves Idaho, the package has to be stamped with the state of Idaho. We certify all of our potatoes so that it makes it easier for consumers to find them all over the world, Johnson explains.The Idaho Potato Commission is unique in that it has a marketing division that oversees promotion of their potatoes locally, nationally and internationally. The commission also works directly with grocery stores.A lot of that just comes down to education on potatoes in general. And trying to drive in-store promotions to help Idaho potatoes stand out from the other growing regions within the U.S., Johnson adds.The commission has found there is demand for certain varietiesMark Phillips, marketing specialistAron Derbidge, president of the state grows. Idaho varieties such as Burbank Russet and Russetat the Prince Edward IslandHZPC Americas Corp.Norkotah are popular.Potato BoardWe do find that there is a specific demand for varieties. The fact that we label our potatoes makes it a lot easier for (consumers) to seek out the variety that theyre looking for, Johnson says.At HZPC, they support selling fresh potatoes by variety and not by category. The seed potato company has invested in developing varieties with specific cooking traits and has even done market research on what consumer potato preferences through its Potato Glory program.Our consumers are not well enough informed. Unfortunately, some of our consumers, especially in Gen Z, dont understand potatoes are vegetables. So, we have a lot to do in order to have that conversation with them. I think we can do better as an industry to start delivering that consistent experience for them, Derbidge says.Part of that conversation Derbidge believes is having all levels of the food chain from potato breeder to grower to store to consumer share their priorities and preferences. This would allow for all levels to work in tandem to deliver a consistent potato preparation and eating experience.Marketing Potatoes by Type Not every region sees selling potatoes by variety as the best option. At Potatoes USA, their mission is to strengthen the long-term demand for potatoes. They do this through marketing and communications programs to track potato sales and promote potatoPotatoes being harvested at VanOrden Farms in Blackfoot, Idaho. consumption. PHOTO: MISHELL VANORDEN 8SPUDSMART.COMWinter 2024'