Wada Farms is the latest grower-shipper to join The Produce Mom’s group of partners.

The partnership between the Idaho Falls, Idaho-based Wada Farms Marketing Group LLC, plans to focus on Wada Farms- and Dole-branded potatoes, sweet potatoes and onions, according to a news release.

The partnership was scheduled to begin in early April. 

“The Produce Mom is a noble voice for the fresh produce industry, a marketing force rooted in the supply chain,” Eric Beck, Wada Farms’ director of marketing, said in the release. “The humble nature and intrinsic value of The Produce Mom’s messaging is a great extension of our company culture.  We look forward to working in partnership with The Produce Mom as well as the many respected brands of The Produce Mom family.”

The Produce Mom and Wada Farms are working on an e-book as well as summer grilling and holiday entertaining campaigns. 

As The Produce Mom’s presence is increasing in schools and student organizations, the partners also plan to advocate for the U.S. Potato Board’s Potatoes Raise The Bar campaign

“Wada Farms is well-aligned with The Produce Mom’s focus of serving households, schools, and the fresh produce industry with change-agent marketing,” Lori Taylor, president of The Produce Mom, said in the release.  “Interest in potatoes and sweet potatoes, especially, is on the upswing among our fans and followers — we see it in our web analytics as well as our social media conversations.”

Wada Farms has been in operation for more than 70 years.