Over the last year we at the Idaho Potato Commission (IPC) have worked closely with leadership at the American Heart Association (AHA) to make it easier and more cost-effective for shippers to carry the well-respected and widely recognized heart-check mark certification seal on their bags of Idaho potatoes. This seal means Idaho potatoes meet the AHA’s strict criteria for a heart-healthy food.
Currently, Idaho potatoes are the only potato brand certified by the AHA. The changes we negotiated with the AHA are unique to the Idaho potato industry. They include:
No separate fee for shippers. In the past shippers were required to pay $1,000 (up to $4,000) a year to the AHA for each variety (reds, russets, yellows and fingerlings) they wanted certified. The IPC will now pay the significantly reduced certification fee for each participating shipper.
Reduced rate for the IPC. Every year the IPC is required to pay a fee to the AHA to maintain the brand’s certification. This fee has been reduced by 40 percent.wwwwew
Shippers will no longer need to have artwork approved by the AHA. The IPC has been entrusted to approve the use of the heart-check mark just as we do the “Grown in Idaho” seal.
Is the certification worth it? Absolutely. This mark is one of the most recognized and respected symbols in grocery stores. In fact:
73 percent of primary shoppers trust the AHA more than any other organization that certifies food products.
83 percent of consumers are aware of the heart-check mark.
66 percent of primary grocery shoppers say the heart-check mark has a strong or moderate influence on their choices when shopping.
While recognition is important, effectiveness is really the true measurement of success. The March 2014 issue of American Journal of Clinical Nutrition published an article on a study that evaluated the eating habits of individuals in a 24-hour period. Per the AHA, the article reported, “It found that those who chose foods that would meet heart-check certification requirements typically ate more fiber, whole grains, fruits and vegetables. They also reported eating fewer empty calories from added sugars and less sodium.”
We understand the impact the heart-check mark has on shoppers and strive to promote it as much as possible. Since 2011, when the IPC applied for and was approved to use the mark, we’ve included it as a key message in the IPC’s national television commercials. The mark is prominently featured on the side panel of the Big Idaho Potato Truck. We plan to continue to find new ways to promote the potato’s heart health benefits; our goal this year is to encourage more shippers to include the certification mark on their bags.
More information about the AHA heart-check mark application process will be available to Idaho potato shippers in September. In the meantime, if you have any questions regarding the changes or would like additional information, please don’t hesitate to contact me directly.