Big Idaho Potato Truck keeps rolling as successful marketing symbol

Fourteen years ago, the Idaho Potato Commission launched the Big Idaho Potato Truck as part of our 75th anniversary celebration. What was originally planned as a one-year promotion quickly proved to have far greater potential, and instead of retiring the truck at the end of the campaign, we kept it on the road.

Over the years, the truck has grown into one of the most recognized programs in commodity marketing. What began as a single anniversary activation evolved into a long-term national effort that continues to deliver results for Idaho’s potato growers.

The truck has appeared everywhere from small-town festivals and grocery store parking lots to national television broadcasts, major sporting events and even a barge floating into New York City. It has traveled hundreds of thousands of miles, visited all 50 states and created billions of impressions.

Giving back has become an important part of the program. Through our charitable initiative, A Big Helping, the Big Idaho Potato Truck has helped generate more than $150,000 in donations to hundreds of nonprofits, food banks and community programs nationwide.

The tour has also proven to be a reliable way to stay visible with consumers, retailers and broadcast, print and digital media. In fiscal year 2025, broadcast coverage increased by 63%, with total earned media reaching approximately 145 million viewers. The truck’s ability to generate coverage year after year allows the commission to maintain a national presence without relying entirely on paid advertising, and it continues to be one of the most effective ways we have to represent Idaho agriculture on a national stage.

This year’s tour began at home in Boise with a kickoff event at Micron Technology’s campus, where Micron’s vice president of expansion, Scott Gatzemeier, joined us for a “chip-to-chip” exchange between a microchip and a potato chip, recognizing the long history between Idaho agriculture and the technology industry that helped shape our state.

Stops this season will include Tour de Cure events with the American Diabetes Association, a Memorial Day parade recognizing America’s 250th anniversary and participation in the commissioning events for the USS Idaho submarine in Groton, Connecticut.

After 14 years, the Big Idaho Potato Truck continues to keep Idaho potatoes visible and remind consumers where America’s most famous potatoes come from. What started as a one-year celebration has become a rolling symbol of Idaho potatoes, Idaho farmers and the pride behind the Grown in Idaho name.

Jamey Higham is president and CEO of the Idaho Potato Commission.