The Idaho Potato Commission, Eagle, said it created nearly 4.1 billion media impressions in the 2010-11 fiscal year, thanks in large part to a variety of sponsorships and celebrity-backed efforts.

The IPC announced a six-year sponsorship of Boise State University and the University of Idaho in September 2010, according to an IPC news release, and sponsored the former Humanitarian Bowl for six years, calling it the Famous Idaho Potato Bowl, played Dec. 17 and televised by ESPN.

The IPC generated other consumer interest through celebrities like Denise Austin and Mr. Food, and when the American Heart Association certified Idaho potatoes as a heart-healthy food.