ORLANDO, Fla. — As members of the potato industry were making their way here for the 2012 Potato Expo, the National Potato Council unveiled a new logo for the first time in 64 years.

Mark Szymanski, director of public relations for NPC, said the Washington D.C.-based group wanted to retain its connection to its roots while updating its look with the logo redesign. The logo is an adaptation of the NPC’s historic shield, which has been in use since the group was founded in 1948.

In addition to updating its logo, the NPC is preparing to launch a redesigned website in the coming weeks.

The NPC is using the Web to make much of the Potato Expo available to those who are unable to attend. On Twitter, you can follow news updates at #POTATOEXPO.

Facebook users can follow the action on the official Potato Expo Facebook page, which is planned to include videos, photos and comments from attendees.

This year’s expo boasts a record number of exhibitors, with 130 booths ready to provide information on everything from seed stock to packing equipment. The show floor is scheduled to open at 1 p.m. EST Jan. 4.

Also on the expo agenda for Jan. 4 are a number of industry group meetings, including United Potato Growers Association, Salt Lake City, as does the World Potato Congress Inc. The American Potato Trade Alliance is set to meet in the afternoon, as is the Alliance for Potato Research and Education.

On Jan. 5, expo attendees will have the opportunity to attend breakout sessions for various segments of the potato industry. For those in fresh potatoes, retired Kroger Co. vice president for produce Reggie Griffin is scheduled to present “The View from Inside the World of a Produce Retailer.”