Idaho Signs On With Denise Austin

Published online: May 27, 2004 IPC
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Idaho's Potato Commission has signed up with America's favorite fitness icon, Denise Austin, to spread the news that our bodies need complex carbs to fuel muscles.

In early 2004, the IPC announced its partnership with Austin, who hosts her daily exercise show on Lifetime Network.

Along with sponsoring her show, "Denise Austin's Daily Workout," the IPC and Austin are partnering on a variety of other pro-carb initiatives designed to reach the general public with the "other side of the story."

These activities include television appearances, to articles designed by Austin in targeted print outlets, to internet communication tactics.

The IPC reports that interest in the partnership and to get information on "the other side of the story" has been ongoing by the media. The IPC is coming across as an impassioned defender of the potato, armed with facts and backed by the popular and well-respected exercise guru.

In addition, Frank Muir, president and CEO of the IPC, has had many interviews on the subject by major media. In mid-January The New York Times quoted the IPC's Muir in the lead of a story devoted to the truth about carbohydrates.

A January 27 broadcast on Dateline showed a clip from the IPC's new healthy spud commercial. On February 10, Reuters wire service featured a well-balanced article on what the potato industry (along with citrus growers and pasta producers) are doing to combat the anti-carb environment.