Exports play a significant role in Idaho’s potato industry. Ross Johnson, vice president of retail sales for the Eagle-based Idaho Potato Commission, estimates the state’s growers currently export almost 15% of their potato crop.
“Idaho continues to see the levels of exports increase as consumers appreciate the higher quality of our products,” he says.
The number of export markets the commission pursues is extensive.
“Our No. 1 export market is Mexico, where we are executing programs for fresh, frozen and dehydrated potatoes,” he says.
The commission sees ample opportunity in Mexico, as the customer base learns more about the russet variety.
“They are not used to seeing a brown skin on a potato,” he says. “Our marketing efforts seem to be working and driving consumers to explore the possibilities with Idaho russet potatoes.”
The commission also focuses its efforts in a few target countries in Asia.
“Our biggest target right now is Taiwan, where we are having great success in driving additional sales to Idaho,” Johnson says.
“Our campaigns have allowed us to explore opportunities to bring the fun to the potato departments in local retailers, and their customers are loving the higher quality of Idaho potatoes,” he adds.
Japan is another major focus for Idaho.
“We are having bilateral talks to understand the barriers and opportunities to begin a relationship,” Johnson says.
Dubai, United Arab Emirates, Central America, Malaysia, Singapore, Hong Kong, the Philippines and the United Kingdom are other export destinations.
Exports make up a meaningful part of the business at Idaho Falls, Idaho-based Eagle Eye Produce, says Coleman Oswald, director of sales.
“It’s not a majority, but it’s an important and growing outlet for us beyond our domestic programs,” he says.
Export sales have been gradually increasing, he adds.
“Demand in certain markets has opened up more opportunities, and we’ve been able to grow that side of the business year over year,” Oswald says.
Eagle Eye Produce ships product into a mix of North American, Asian and Middle Eastern markets, as well as some other regions.
“It’s a diverse mix that helps us balance demand,” he says.
The company exports mostly russets, though there is interest in other varieties as well.
“Generally, smaller sizes are more popular in export programs,” Oswald says.
And certain customers request specific pack styles that best suit their distribution systems.
Price, regulatory requirements, paperwork and logistics, such as ocean freight and transit times, can also play a significant role in how easily product moves, Oswald says.
Idaho Falls-based Wada Farms Marketing Group exports a fair percentage of its potato crop to places like the Pacific Rim and Central America, says Eric Beck, marketing director. It’s important to carefully evaluate the markets where potatoes will be shipped, he says, because they will be sitting on a ship for what could be a lengthy period.
“We want to make sure we’re going to markets that can handle the transit time,” Beck says.
Russets are the company’s most popular potatoes for export, but foreign buyers also want some variety, he says.
International business also remains strong for Rexburg, Idaho-based Wilcox Fresh, says Derek Peterson, vice president of sales and operations.
The company exports about 20% of its tubers, mostly to Mexico and Asia-Pacific countries, he says.
Small yellow potatoes are a favorite among Asia-Pacific countries, he says.
The long shelf life of Idaho potatoes compared with potatoes from other states is one thing export buyers particularly appreciate when buying Idaho potatoes, Johnson says.
“Our marketing order holds our shippers to a higher standard than any other state, which has proven to make a difference for the receivers of Idaho products,” he says. “We continue to work to showcase why Idaho Potatoes really make a difference for produce departments all across the world.”
