01/11/08 New potato nutrition message

In the next couple of weeks you should start to see and hear the newest potato nutrition message. Potatoes, Goodness Unearthed. O'CONNOR "Where it's a long term campaign platform for the industry and that we can build a lot of messages around it but it's the long term platform that we'll stay with." Tim O'Connor is the President and CEO of the US Potato Board and his organization has spent the last three to four weeks getting the new message, Potatoes Goodness Unearthed out to the industry. O'CONNOR "This is now the latest thing we have available. Its brand new. Let's all start working toward the communication of this message as an industry." O'Conner says the message is the last of three phases promoting the nutritional value of potatoes. It all started in 2004 with the advent of low-carb diets and slumping potato sales. Since then the industry has undergone dramatic changes thanks to a co-operative effort by growers and rising prices. The potato industry's new campaign signature joins a growing list of agriculture commodities that have established identities through lasting consumer messages like Got Milk or Pork, the Other White Meat. Voice of Idaho Agriculture Bill Scott