Muir says goodbye to the Idaho potato industry at Sun Valley
SUN VALLEY, IDAHO - Frank Muir is retiring from the Idaho Potato Commission with no regrets.
With no word yet on his successor, Muir, president and CEO, is leaving the IPC on Sept. 24 after starting with the group in 2003.
Showing emotion and a few tears during his more than hour-long Sept. 2 address to the 93rd annual convention of the Idaho Grower Shippers Association, Muir said afterward that he feels like he is leaving the organization and the industry on a high note.
“After 18 years I’ve really put a lot of sweat, blood and tears (into) the Idaho potato industry, and to come to the final time when I am giving a report on what we’ve done, and also still planning for the future, it was hard,” he said. “It was emotional for me today.”
Muir said he has been “working right up to the end” to make sure the growers and the whole industry is set up for a good year in 2022.
Muir reflected on highlights and accomplishments, some of which include:
- Re-establishing Idaho as the premium branded potato and increasing an already dominant market share in the U.S.;
- Doubled annual revenue to $1 billion to growers and over $4 Billion value-added revenue to Idaho through processing. The industry posted an unprecedented record of back-to-back revenue increases, he said;
- Reversed negative public perception of Idaho potatoes by “fighting back” against low-carb diets by creating a nutrition-focused multi-year ad campaign featuring fitness guru, Denise Austin;
- Secured and leveraged the American Heart Association certification mark stating Idaho® potatoes are heart healthy. Negotiated a reduced license to allow all Idaho shippers to print the widely recognized and respected Heart Check Mark on their bag;
- Increased emphasis on social media along with traditional media; with both channels, IPC averages over six billion media impressions annually;
- Focused on export growth; Idaho now exports to about 20 countries, compared with virtually no exports when Muir joined IPC;
- Negotiated the title sponsorship of the Famous Idaho Potato Bowl game played on Boise State University’s famous blue turf. Acquired by ESPN in 2013, the bowl game generates over $14 million dollars in media value annually, Muir said. The IPC’s mascot, Spuddy Buddy, was declared by ESPN as the best mascot in bowl history;
- Soon to celebrate 10 years on the road, the Big Idaho Potato Truck was created in 2012 to celebrate the IPC’s 75th anniversary. The multi-ton potato has visited 48 states; more than 20 million people have seen the Big Idaho Potato Truck in person, and the “missing” truck has played a major role in IPC TV ads for nearly 10 years.
- Leveraged cause marketing relationships to help reach more consumers (and because it’s the right thing to do): UNICEF, Extreme Make Over – Home Edition, TODAY Show’s “Lend a Hand,” Feed My Starving Children and Racing for Orphans with Down Syndrome (RODS);
Industry praise
Muir was praised by IPC officers and industry leaders for his contributions throughout the convention proceedings.
Shawn Boyle, president and CEO of the Idaho Grower-Shippers Association, said Muir has led the IPC to new heights, citing the Big Idaho Potato Truck, marketing programs, the Famous Idaho Potato Bowl and more.
“It would be difficult to list all that he has done, but he’s ensured our future success by fighting back against low carb diets, securing the American Heart Association certificate, and many, many other things. “
Brett Jensen, incoming chair of the Idaho Potato Commission, said the Idaho potato brand has grown stronger during Muir’s tenure.
“Frank is one of those guys, whether you love him or hate him, you are damn glad he’s on your team,” Jensen said. “Frank, I’m glad that 18 or 19 years ago, you chose Idaho potatoes instead of rice or pasta, because I would hate to go up against you.”
Next steps
Muir said the Idaho potato industry successfully navigated through the COVID-19 pandemic and he felt the time was right to retire.
“I always like to leave a place better than I found it,” he said. “You want to build it up and leave it healthy for the new leadership to come in and build it build upon that,” he said. “I couldn’t think of a better time to leave than to do it now when, in the midst of a lot of crises. It’s healthier than ever before."
Muir said he has composed a list of about 30 projects he wants to accomplish in retirement. “I’m already behind on my retirement list,” he said. “There will be some travel, some consulting and maybe some other things too.”
