September/October 2019 - 28

Q + A RYAN ELLIS
2
SEVEN
Q+A WITH RYAN ELLIS
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The practice of dehydrating potatoes for later consumption started
during World War II as a way to give soldiers in the field a more
stable means of food. Not long after the war, as Idaho was fast
becoming the top potato-producing state in the U.S., a group of
farmers got together and formed their own instant mashed potato
company. Idahoan was born.
Although potatoes are full of vitamins and minerals, the industry has
battled negative public perception in recent decades that stems from
the anti-carbohydrate diet movement. It's even more challenging for a
packaged potato maker like Idahoan, said Ryan Ellis, the company's
vice president of retail marketing and business development.
1
Could you share a little about your background?
" After business school at Purdue University, I started with
(Chicago-based retailer) Jewel-Osco. I spent 10 years in
the grocery retail business with Jewel and later with SuperValu
in Minneapolis. I learned a lot of great business lessons and was
given many tremendous opportunities along the way. About eight
years ago, I returned to my roots back West, where I have been a
part of the leadership team at Idahoan Foods.
"
3
6
How does the history in
retail help?
" Having a background
in grocery retail provides an
understanding of the challenges
and constraints that retailers face.
This understanding allows for the
development of programs that can
be executed in-store and the launch
of products that not only work for
consumers but also work well within
the retail system. Idahoan strives to
create partnerships with retailers.
"
4
What makes a
good marketing
plan?
" Understanding your
consumer target and how
to best reach them. Many
consumers are busier than
ever and are looking for
high-quality meal " shortcuts. "
Idahoan's mashed
potatoes are ready in less
than five minutes and come
in a wide variety of flavors.
2
What are the key parts of your
job?
" Consumer communication and
acquisition. Managing the equity and
image of the brand. New product launches,
business development, advertising, digital and
PR. Although we come from a humble heritage
which we are proud of, Idahoan has become
an industry leader on many of these fronts.
"
5
"
What is your biggest on-the-job challenge?
" The biggest challenge that Idahoan faces is in helping consumers
overcome negative perceptions associated with packaged or freshdried
potatoes. The great news is that Idahoan's household penetration has
grown significantly and now one out of every three households in the U.S.
are Idahoan consumers. (Idahoan) starts with 100% Idaho potatoes from
local growers, and then we wash, peel, boil and mash them like you would
at home. After cooking each batch, we fresh-dry the mashed potatoes so
they're ready to prepare at home.
"
26 SEPTEMBER /OCTOBER 2 019
How do you stay up on
trends and consumer
wants?
" Listening to consumers and seeking
to understand how Idahoan might
provide solutions to their mealtime
needs. Attending conferences,
reading business publications and
spending time in grocery stores and
foodservice establishments are also
very beneficial. Many of the trends
that make it to retail get their start
in foodservice.
"
7
What do you enjoy
doing outside of
work?
" I enjoy spending time with
my wife and four kids. Our kids
are involved in activities and
we enjoy supporting them. My
personal hobbies include running
and cycling.
"
September/October 2019

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