Idaho potatoes find boost during pandemic

Whether it is the COVID-19 pandemic, strange weather, or the erratic foodservice market, the Idaho potato industry can handle it.

“It’s been really neat to see that as an industry, we’ve really risen to the occasion together in order to be able to weather the challenges that have been thrown at us,” said Ross Johnson, international marketing director for the Idaho Potato Commission. That speaks to the resiliency of the 600 Idaho potato growers in the state.

Established in 1937, the Idaho Potato Commission is a state agency that is responsible for promoting and protecting the famous “Grown in Idaho” seal, a federally registered trademark.

Looking ahead

The Idaho Potato Commission will respond to grower needs and adjust as needed as the year unfolds. 

In general, Johnson said the pandemic has been great for retail potato sales.

“When I came into this industry, six years ago, I was tasked with doing a lot of the data and looking at the retail potato numbers and they were always red, which means negative, that the category was declining,” Johnson said. 

At that time, the push was to bring consumers back to the category.
With the arrival of the COVID-19 pandemic, consumers flocked to potatoes.

“My goodness, you couldn’t find a potato anywhere in the store, they were one of the most popular items,” Johnson said.

For 2021, Johnson said the IPC has been speaking with retailers and many are actually outperforming their 2020 sales in recent weeks.
“We have seen this resurgence of people really enjoying going to the store buying potatoes,” he said. “They recognize their durability on the shelf; (the potato) is not something that you have to worry about eating within the first few days (or) it goes bad. They’re so versatile that they have allowed consumers to have fun in the kitchens.”

Through the pandemic, consumers have discovered the love of cooking, and the potato is a versatile vegetable that can be paired with any other food.

The demand for bagged potatoes increased during the pandemic, but Johnson said bulk potato sales still play a major role.

Consumers appreciate the convenience of washing and peeling a large potato instead of four or five smaller ones, Johnson said.

“One of the things that we’re trying to encourage retailers heading into this holiday season is there an 8-pound jumbo bag that has been used in the marketplace in the past, and it’s a great option for those larger potatoes, and so it can target that core of consumers that are looking for that consistency of having the packaging there,” Johnson said. 

Even so, he said bulk potato sales have not fallen off much. 

“Bulk is a major player, regardless of whether it is russets, reds or yellows — people still appreciate being able to pick out the ones that look the best to them,” he said.

The value of having Idaho potatoes at retail is immense, Johnson said.

There is power in having Idaho-branded potatoes, as it resonates with both the older consumers and the younger generations, Johnson said. 

“People appreciate having a brand behind their product that they can trust in, that they know is sustainable, and that’s really what Idaho prides itself on,” he said. 

The Idaho Potato Commission promotes that Idaho spuds are the best in the country.

“You can’t find a better soil, better climate to grow potatoes in than what we have here in Idaho, and our farmers, they’re third, fourth generation farmers; they have got so much expertise and doing this year in and year out, growing up and going through all of these challenging situations that we are confident in our ability to deliver the same quality every year.”

Retailers who carry Idaho potatoes can charge a premium price, he said.

Merchandised with a local option, Johnson said Idaho potatoes will sell better, even with a premium, compared with the local product.

“The Idaho potatoes will sell better consistently, because the seal resonates with consumers,” Johnson said.

For foodservice operators, Johnson said the IPC works with operators to put Idaho potatoes on the menu. The commission pays restaurants to put the Idaho brand on their potato menu items. 

“We’re there to give them not only the bonus of having our brand on their menu, but then we even give them (money) because a lot of times, they have to reprint menus in order to do that,” he said. 

“The foodservice team continues to have success with chefs from all levels, regardless of whether it is fine dining, fast casual; they’re just doing a great job kind of managing this whole situation right now.”

Johnson said foodservice demand for Idaho potatoes is poised to expand even further once consumers get around the hesitancy to be out in public.