MountainKing Potatoes has begun its retail merchandising program — Summer Gold Rush — for its Butter Gold brand.

The program offers bins, marketing support and prizes to retailers who come up with the most creative displays.

New bin art emphasizes potato freshness and includes recipe tags and starter kits.

Retailers can send photos of their displays to MountainKing; gift card prizes are planned. Photos should be emailed to by Aug. 31.

“The Butter Golds are ideal for whipped potatoes or as baked potatoes that require fewer toppings,” John Pope, MountainKing vice president of sales and marketing, said in a news release. The variety increases a retailer’s ring per pound by an average of 35 cents compared to compared to conventional types, according to Pope.

Shipments of bagged Butter Golds are up 35% in the last five years, according to the company. The potatoes are produced in Texas, California and Colorado.