available. They also recommend that retailers
take advantage of consumers’ desire to engage
via social media.
This year, USA Onions will increase its
social media presence—officials add that it
already has an active following on Facebook,
Twitter and YouTube. The IEOOC also has
a new “Farm to Table” promotional video,
which can be viewed at any of the social media
outlets and is available for displaying on in-store TV monitors.
“Prompting consumers to use their smartphones in-store will provide them with recipe ideas and useful onion information in real
time, and may increase sales,” Kitamura adds.
IDAHO POTATO COMMISSION
idahopotato.com
The Idaho Potato Commission (IPC) is the
marketing arm for the entire Idaho potato
Industry. The organization has created the
“Grown in Idaho” seal, which symbolizes
quality, and according to commission offi-
cials, is known around the world. The IPC is
directed by nine commissioners, five of whom
are potato growers, two packers/shippers and
two representing the processors.;
The mission of the IPC is to contribute to
the economic welfare of the State of Idaho, its
potato growers and other potato-related busi-
nesses in various ways.
Officials say that these include leading various Idaho potato organizations in achieving
mutually beneficial goals, including conducting strategic analyses of markets and marketing opportunities, maximizing research and
education funds in improving quality, yield
and variety expansion, and working with state
and federal government agencies and national
industry organizations to better leverage
support.
The Eagle, Idaho-based organization
also works to promote and advertise Idaho’s
famous brand and certification marks with
consumers, retailers, wholesalers, foodservice operators and distributors, and to expand
both domestically and internationally all
forms of Idaho potatoes.
Finally, the commission serves to protect
Idaho potato registered trademarks and certification marks. It does so through approval
and monitoring procedures which ensure
compliance, and aggressively challenging any
improper usage.
“Our consumer brand awareness is recog-
nized in study after research study as the high-
est in the industry,” says Seth Pemsler, vice
president, retail/international. “We dedicate
our efforts to training and education materi-
als and promote;Idaho potatoes through the
vast number of recipes on our website.”
The IPC currently supplies 30 percent of the
nation’s fresh potatoes—mostly russets—but
has expanded to include niche and heirloom
varieties as well.
NATIONAL WATERMELON PROMOTION
BOARD
watermelon.org
The National Watermelon Promotion Board
(N WPB) was established in 1989 as an agricultural promotion group to promote watermelon
in the U.S. and in various markets abroad.
Funded through a self-mandated industry
assessment paid by more than 1,500 watermelon producers, handlers and importers,
the NWPB’s mission is to increase consumer
demand for watermelon through promotion,
research and education programs.;
Part of that means ensuring that consum-
ers are aware of the fruit’s key attributes.
“Watermelon, the produce leader in lyco-
pene,;is a multivitamin unto itself, with each
serving providing an excellent source of vita-
mins A and C and a good source of vitamin B6
with only 80;calories,” says Juliemar Rosado,
director of retail operations and international
marketing for the Winter Springs, Fla.-based
organization.;
Rosado adds that watermelon consumption
