July/August 2021 - 32

Trying to steer new normal in a post-pandemic market
According to Fortune
magazine, more than
As we recover
IDAHO POTATO
COMMISSION
Frank Muir
President and CEO
from the pandemic
and look forward to
things " getting back
to normal, " many
are trying to figure
out what " normal "
means, including the
Idaho potato industry.
We were hit hard
by COVID-19 in
two polar opposite
ways - a glut
of potatoes at
foodservice and a national shortage at retail.
Sixty percent of Idaho's annual crop is
sold through foodservice as fresh, frozen
or dehydrated potato products. When
restaurants across the country were
forced to shut down or offer take-out only,
pretty much overnight, the Idaho Potato
Commission (IPC) needed to quickly figure
out what to do with millions of pounds of
potatoes. At the same time, consumer
demand at retail reached levels never
experienced before; shelves were empty, and
in some markets Idaho potatoes were as
scarce as toilet paper. Within days the IPC
developed a plan to redirect potatoes slated
for foodservice to retail. However due to
safety concerns consumers wanted bagged
versus loose potatoes. Undeterred, the IPC
launched a jumbo size bin promotion and
loaded large spuds into 8- and 10-pounds
bags that were placed in Idaho-branded
1,000-pound bins, ready for instant displays.
To support this shift we redirected our
advertising, public relations and social media
campaigns. It all worked. The 2020 crop
posted a record farmgate revenue of well
over $1 billion and year-end stocks finished
lower than the previous year.
As we look forward to promoting the 2021
crop, many of our marketing campaigns reflect
a new normal especially for foodservice.
According to Fortune magazine, more
than 110,000 restaurants and drinking
establishments closed due to COVID-19.
To help the restaurant industry recover the
IPC is offering innovative value to assist
operators in profit rebuilding and provide
tools to help them remain relevant.
The IPC's Foodservice Directors have
started meeting operators in person and will
continue to Zoom with those still working
remotely. By using the IPC's Recipe Calculator,
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32
Spudman.com
110,000 restaurants and
drinking establishments
closed due to COVID-19.
the Directors can help operators determine
the gross margin of each recipe, the total cost
per portion, total ingredient cost and gross
profit in dollars. The IPC has also revamped its
menu allowance program giving restaurants
the ability to create plans tailored to meet
their specific needs. Many restaurants were
able to stay afloat during the pandemic by
offering take out, which is still a significant
part of their business. In response, the IPC
created a section on its website featuring new
recipes that are take out/delivery friendly.
Many chefs have expressed their gratitude for
all the resources the IPC provided during a
very challenging year.
And, to encourage consumers to eat out
more often, the Big Idaho Potato Truck Tour,
which was scheduled to kick off July 1, will
include more stops at more restaurants than
it has in previous years. For example, the
Truck will visit eight Mooyah restaurants in
July alone. Visit www.bigidahopotato.com for
the complete Tour calendar.
On the retail front, the IPC's Retail
Directors are beginning to meet with category
managers in person while continuing to
Zoom with those working remotely. The
primary focus of these meetings is to
present category data showing how adding
or increasing Idaho potatoes to their displays
can increase profitability.
Additionally, the coronavirus created
higher than usual turnovers rates at the retail
level. As a result, the Directors are spending
more time educating new produce managers
and employees on how to best display Idaho
potatoes and most importantly, how Idaho
potatoes can amp up category sales. Despite
the pandemic, the IPC hosted its annual
Potato Lover's Month Display Contest earlier
this year. The Directors' hard work paid off
because participation was similar to prepandemic
years and the displays were just
as creative.
Whatever the new " normal " looks like,
we're ready for it.

http://www.bigidahopotato.com http://www.Spudman.com

July/August 2021

Table of Contents for the Digital Edition of July/August 2021