Frank Muir, recently retired president and CEO of the Idaho Potato Commission, is The Packer’s 2021 Produce Marketer for All Seasons.
The Packer’s Tom Karst will present Muir with the award on a video call at 12:30 Central, on Monday, Nov. 1. In addition, the video call will feature recognition of The Packer/PMG magazine’s 2021 Produce Retailer of the Year, Chris Keetch, director of produce and floral for The Giant Co., Carlisle, Pa.
Muir moments
Described by one industry peer as a leader that “truly bleeds Idaho potatoes,” Muir was honored for his many contributions since he came to the commission in 2003. Among his work over the years to promote and protect Idaho potatoes, Muir was recognized for:
- Effective health messaging battling the unwarranted negative press on potatoes;
- Working with the American Heart Association to get permission to put the Heart Check Mark on Idaho potato bags;
- Memorable commercials promoting the Idaho potato using celebrities like Heather Cox and Denise Austin, and now the “missing Big Idaho Potato Truck” commercials;
- Famous Idaho Potato Bowl, an annual bowl game that gives significant return on investment to the Idaho Potato Commission and nets millions of dollars in advertising for Idaho potatoes;
- Countless retail bin promotions and merchandising efforts tied to Potato Lovers Month;
- Big Idaho Potato Truck, running now for 10 years, which has been a huge success and free advertising wherever it travels;
- The Idaho Potato Commission’s big social media presence; and
- Increasing exports for fresh Idaho potatoes all over the world.
Retailer of the Year
On the Nov. 1 call, The Packer’s retail and education editor Amy Sowder will recognize Keetch for his work in the produce retail sector.
“His expertise shines in all that he does, whether he’s teaching our store teams or partnering with our local and global growers, and his passion for all things produce is second only to the care he shows his team, our customers and the community,” said Giant Co. president Nicholas Bertram.
Keetch has worked in produce for more than 27 years, starting as a closing produce clerk while he was in college for a business degree. That degree was supposed to be used toward the family business, but the produce retail industry lured him away.
Keetch and his team have earned the company a record 71% produce satisfaction score by launching and maintaining several initiatives: sustainability; digital and e-commerce; local; organics; convenience; plant-based; tropicals; training and development; and the Discover Program.
For an invite to the video call, e-mail Tom Karst or Amy Sowder at news@thepacker.com with the request.
