The Idaho Potato Commission has increased its global marketing efforts with a new addition.

Traci Hiebert is now the commission’s international marketing director. Hiebert plans to set her sights on Mexico, Asia and Latin America to expand the commission’s message, according to a news release.

“Idaho potatoes command a premium even in countries that grow their own potatoes, and new international markets are continuing to open up regularly,” said Seth Pemsler, vice president of retail and international sales, in the release. “Traci will be drawing on her many years of experience in international marketing and business development to help the IPC tap into the most promising opportunities worldwide.

“We’re seeing strong potential in a number of countries that have recently opened their markets to U.S. potatoes, especially the Philippines, Panama and Colombia,” he said in the release.

The export market for table stock potatoes is more than $186 million, according to the commission, with a growth rate of 9%.