Feb 21, 2016

Idaho Potato Commission releases new Retailer Support Guide

The Idaho Potato Commission has recently distributed its Retailer Support Guide to interested retailers across the country. The Guide highlights the Commission’s retail marketing programs, as well as consumer pull programs that produce managers can leverage to help boost Idaho potato sales, according to Commission.

The purpose of this Guide is to serve as a road map for retailers, giving them a year-long glimpse at retail and consumer initiatives that are taking place every month to drive consumers to their local grocery store to buy potatoes with the Grown in Idaho” seal, the Commission said. The guide not only helps retailers with long-term planning and forecasting, but it organizes all Idaho Potato Commission information, POS materials and other marketing tools into one convenient binder, the Commission said.

The Idaho Potato Commission Retail Support Guide is a 3-ring binder that organizes information for produce managers including:

• Consumer Media Plan: Year-long schedule of where and when the IPC’s national and regional television advertising campaign and other programs are slated to run;
• National Public Relations Examples: Descriptions of consumer public relations initiatives, including the Big Idaho Potato Truck.
• Category Management Presentation: The biggest chapter in the binder that outlines the state of the potato industry, identifies category best practices and differentiates Idaho potatoes from other potatoes, as well as explains how retailers can benefit from a customized version for their chain;
• Potato Lover’s Month Display Contest: Details, dates and prize information on the produce promotion and a link to a special microsite on the IPC’s website to see all 115 winners from the prior year to help a retailer plan their winning display;
• Potato Retailing Today: A publication meant to provide tips and details on the potato category to category managers and buyers directly;
• POS Materials: Photographs of all the POS materials that are available to retailers;
• The Big Idaho Potato Truck Tour: The truck is touring the country from coast to coast in 2016 to raise for local charities through the “A Big Helping” campaign
• Retail Promotion Directors: Contact information for the IPC’s Retail Promotion Directors.

In addition, the binder contains a flash drive that consists of IPC logos/clip art that retailers can incorporate into their own POS materials or advertising campaigns, a new national TV commercial, a highlight reel of the Big Idaho Potato Truck Tour, and a consumer program highlights reel, the Commission said.

Throughout the year, the IPC will mail timely information on new promotions that can be conveniently added to the binder, keeping retailers up-to-date as programs are added, according to the Commission. This information can also be found on the Retail Marketing Programs page on the Idaho Potato Commission website.

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