SUN VALLEY, Idaho — With the local movement gaining steam, Idaho Potato Commission president Frank Muir championed locale over local at the annual Idaho Grower Shipper Association convention, held Sept. 2-4.
“The Idaho brand is critical. Locale beats local,” Muir said.
His bold statement was backed by a series of poll results. Just a few of the results showed an overwhelming 90 percent of respondents to an IPC survey equate Idaho with potatoes. Among the growing Hispanic target, 79 percent of respondents know the Idaho brand.
The Idaho potato brand is strong and growing for several reasons, according to Muir. A few of them include the Big Idaho Potato Truck, football, men shopping more, growing social media programs and nutrition education.
The Big Idaho Potato truck has been a huge success for Idaho potatoes. It isn’t a new idea, but people have had a lot of fun wondering if the giant potato is real and calling in during a recent campaign to help find the truck, as well as taking photos and posting to social media.
The theme of finding the truck will kick off again during the college football season, with the popular characters Mark Coombs, a potato farmer, and his dog Otis in their red and white Studebaker truck.
The IPC has leveraged “A Big Helping” campaign to the popularity of the big Idaho potato truck. The commission supports local causes by working with communities they visit with the truck. The IPC contacts local media ahead of time to help build awareness of a local cause and donate up to $500 to the cause.
In addition to the big Idaho potato truck, the IPC has sponsored the Famous Idaho Potato Bowl. Muir said he was excited upon learning that the location for the bowl, Boise State University’s Bronco Stadium, has been renamed Albertson’s Stadium. The bowl game has leveraged $2.8 million in media value to an average TV audience of 2.2 million.
The IPC is also working with ESPN reporter Heather Cox, who is originally from Idaho. She is a growing presence with ESPN and proudly promotes her home state. She is also in the new Big Idaho Potato Truck commercial that is running throughout the college football season.
Muir also highlighted that men are getting more involved in shopping, especially during football season. He said this is good for Idaho potatoes, since men generally love potatoes.
The IPC is also growing its social media campaign and has received two blogger awards. One of the presenters stated, “IPC gets it.” The commission has received 1.5 million views on the IPC YouTube channel, which includes a video contest returning this year. The commission’s website has also been completely revamped, incorporating its social media campaigns.
Finally, Potato Lover’s Month has become so popular that it has been extended to eight weeks. It is the largest produce contest in retail, Muir said. Falling on the heels of the Famous Idaho Potato bowl, the in-store produce contest helps to extend the Idaho potato brand.
Source: The Produce News