'Like our Super Bowl' — Wada Farms readies for busy holiday season

The holidays are a busy time for Idaho Falls, Idaho-based Wada Farms Marketing Group.

“The holiday season is like our Super Bowl,” said Eric Beck, marketing director. “It’s game time, and it’s our time to shine as consumers celebrate with family and friends.”

The company grows conventional and organic russet, red and yellow potatoes as well as chippers, and conventional and organic red, yellow and white onions.

“Movement in all categories remains viably relevant, and consumer demand continues to move in a positive trajectory,” Beck said.

The company got through the growing season without any major snags, and quality should be decent this over the coming months, he said.

“We’re seeing a good range of sizing throughout the entire pile,” he added.

Volume of potatoes and onions at Wada Farms will be up slightly compared to recent years, Beck said, but “more in line with the long-term historical average.”

Inflation and rising costs of inputs have affected Wada’s operation, but the company has been able to mitigate inflationary challenges, he said.

“We work together through these challenges with our customer partners to find a common goal to service the end consumer with affordable, high-quality produce,” Beck said.

Beck anticipated stable pricing throughout most of the storage season.