10/30/06 Idaho Potato Commission

Frank Muir is President and CEO of the Idaho Potato Commission and he wants to make sure the industry that contributes approximately two billion dollars to the state's economy stays up front in the consumer's mind. MUIR "We would like to see Idaho take advantage of its world renowned image by continuing to market our brand through out the world." When started in 1937, the Fruit and Vegetable Commission was promoting onions, potatoes, apples and prunes. In the late 50's the Potato Commission required an Idaho Certification Mark on every bag and in the 50's is was the 'Bruiser are Losers' campaign that trained growers and packers on how to reduce bruising of spuds. Muir says today it all about promoting the Idaho brand while backing research to help growers and consumers alike. MUIR "Part of what we have tried to do is to re-educate consumers not only how good potatoes are for them but just how nutritional they are for them. We've also encouraged our growers here the past three years to expand beyond the US and we've been opening up other countries." The commission has encouraged Idaho growers to plant other varieties to make Idaho a one stop shop for all kinds of potatoes. Today's Idaho Ag News Bill Scott