Editor’s note: The following profile is from the 2025 Packer 25, our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. (You can view all honorees here.) This feature has been edited for length and clarity.
Ross Johnson — Vice president of retail and international, Idaho Potato Commission
What are the latest consumer trends and shopping behavior in the potato category and how can retailers capitalize on them to maximize sales? Just ask Ross Johnson, vice president of retail for the Idaho Potato Commission. Since 2018, Johnson has brought his potato marketing and retail savvy as well as a passion for agriculture to the Idaho potato industry.
What was your career path to the potato industry, and what do you love most about what you do?
My career path was completely unexpected. I started my career as a direct store delivery territory manager for Nabisco. Getting to potatoes has been the best thing that ever happened to me. I have the opportunity to connect with and represent Idaho potato farmers, of which there are around 600. I love being able to learn of the generational aspect of their farming operations and how importantly they hold the responsibility of growing the best quality and feeding so many around the world.
Idaho Potato Lovers Month is defined by wonderfully creative and impactful merchandising and retail displays, driven by the Idaho Potato Commission’s retail display contest. What’s your favorite success story from Idaho Potato Lovers Month and why?
The Idaho Potato Lovers Display contest is our favorite time of year. Last year I had something stand out to me when I received a letter from a mother and her special needs son. They informed me that he loves the balloons of our contest and goes to all the local stores in his surrounding community to collect them after watching them fly. He even takes special pride in the fact he rescues the ones that get away and lodged in the rafters. We took some time to send him some special gifts.
As vice president of retail for the Idaho Potato Commission, you truly understand what drives consumers’ potato purchase. What are your top three tips for retailers looking to increase potato sales?
Retailers have had a rough go with deciding what items to carry in the department. From carrying a full assortment of red, yellow and russet to the new baby potatoes, the decisions are endless. The key is to make your customer feel comfortable with a consistent label and obviously making sure that it comes from Idaho. We invest over $4 million a year in advertising and events just to educate the consumer on the importance of looking for the Grown in Idaho seal.
What’s the best business book/piece of career advice/or mentorship you’ve ever received and how did it contribute to where you are today?
The best advice I ever received from a mentor was to not quit a job because of a manager. I’ve had some difficult people in my path, but the truth is they usually move on. Making sure you stay humble and never think the business can’t succeed without you would be the second-best piece of advice I was given.
