March 2022
Column: Frites by Idaho, a french fry-scented perfume By Jamey Higham, guest columnist

The Idaho Potato Commission (IPC) is always looking for new and creative ways to promote Idaho potatoes and most importantly engage consumers — especially when they least expect it.  

Not many connect Valentine’s Day with Idaho potatoes, at least they didn’t until this year.

We had a hunch that Idaho french fries were one of the most irresistible scents to mankind. Whether you’re at a drive-through restaurant or dining in, it’s near impossible to not grab a fry and take a bite before you dive into your meal. Right? The smell is too good to resist. 

To back up our theory, we conducted a national survey that revealed nearly 90% of Americans find the smell of french fries irresistible.

Satisfied we were on the track, we launched Frites by Idaho, a perfume inspired by the smell of french fries, just in time for Valentine’s Day.

We released the perfume in early February, and the response was overwhelming. Many asked if this was an early April Fools’ Day prank or maybe they were being punked? My favorite question is one that is asked all the time about the Big Idaho Potato Truck, ”Is it real?” The answer is, “Yes it’s real!”

Newsweek was the first media outlet to feature the perfume in their My Turn column and as a result we sold-out in less than four hours the first day. We had to manufacture more and those sold-out, too.

Many have asked us what else we’ve got planned. We’re always whipping up new ideas and after this campaign it’s probably safe to say that if it involves french fries it’ll be a success!

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

75 Applewood Dr. Ste. A
P.O. Box 128
Sparta, MI 49345


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