Asia Fruit Logistica continues to be a key promotional event for IPC as it aims to establish Idaho potatoes as a premium product in the region
The state of Idaho has long been known for its quality potatoes. Over the years, growers have banded together to promote their product throughout North America to the point where ‘Idaho Potatoes’ has become one of the most recognisable brands for fresh produce.
This has been thanks in no small part to the Idaho Potato Commission’s (IPC) promotional programmes. Following significant domestic success, IPC continues to push for establishing international markets for fresh potatoes, particularly in the Pacific Rim. To that end, the IPC has been a regular exhibitor at Asia Fruit Logistica in recent years.
“The Idaho Potato Commission has made Asia Fruit Logistica our most important show in Asia each year,” says vice-president for retail and international, Ross Johnson. “We appreciate the fact it gives us the opportunity to meet with our partners. Additionally, the timing of the show couldn’t be better as we are able to bring news of the upcoming season’s crop and share any new plans we are ready to implement.”
The IPC recognises that international markets may need a different strategy for promotion than North America.
“We are taking a new approach to our business by doing things with our customer’s input,” says Johnson. “Too often organisations try to be very rigid in their programmes, however [our in-market representative] Kenneth Wee has taken the time to show us the value in gathering feedback from our partners and crafting unique programmes to help them grow their businesses.”
IPC will once again display its premium range of Idaho potatoes at Asia Fruit Logistica this year.
“We will be promoting our fresh Idaho potatoes for export to various countries throughout the region,” says Johnson. “We will also have Kenneth Wee present and I would encourage participants to come and learn from his years of experience doing successful marketing campaigns.”
The IPC is not just looking to develop more demand for its grower’s products in Asia. It is also looking to position ‘Idaho’ as a premium brand across the region similar to what it has done in North America.
“It is no surprise that Idaho Potatoes are a premium potato, and typically will cost more,” says Johnson. “This is something our team focuses on with customers, understanding that price is not the main driver for a consumer’s purchase decision.”
The IPC prides itself on maintaining strict USDA grading and quality standards.
“We utilise these standards to ensure high-quality products ship to our customers and deliver consistent returns,” he says. “Additionally, we are the only state that partners with our Asian businesses in order to help ensure they can continue to grow their business year in and year out.”
