IPC celebrates culinary creativity
In February, the Idaho Potato Commission (IPC) teamed up with Food Network’s South Beach (SOBE) Wine & Food Festival, one of the country’s premier culinary events.
At SOBE’s Burger Bash, hosted by the legendary Rachael Ray, we introduced the Idaho Potato Side Dish Challenge, celebrating chefs’ creativity as they crafted innovative potato-inspired dishes to complement the festival’s over-the-top burgers.
Supported by our food service team, the chefs selected their preferred Idaho potatoes to bring their visions to life. Brian Jones of Sun Valley Potatoes and Commissioner of the Idaho Potato Commission joined me on stage to present the Best Side Dish Award, honoring a dish that stood out for its exceptional presentation and taste.
The competition was fierce, but in the end, two-time Burger Bash champions La Birra Bar and Chef Renzo Cocchia of Miami took home the inaugural Idaho Potato Best Side Dish Award.
Their Cheesy Jalapeño Hashbrown Bite delivered the perfect blend of bold flavors, crispy textures and a zesty kick — earning high praise from judges and attendees alike.
This moment not only highlighted the talent of the competing chefs but also reinforced Idaho potatoes as the gold standard for chefs seeking the best in quality, texture and flavor.
In addition to the event, the IPC expanded its reach through PR and social media, sharing engaging posts that highlighted the chefs’ creations and the brand’s role in the competition. These efforts amplified the challenge’s impact and allowed us to connect with an even broader audience reinforcing Idaho potatoes’ reputation for excellence.
Beyond the culinary excitement, the SOBE festival carried a meaningful purpose. All net proceeds supported the Florida International University (FIU) Chaplin School of Hospitality & Tourism Management and provided FIU students with hands-on experience, preparing them to lead the hospitality industry.
This event marked the start of our 2025 partnership campaigns. Later this month, from March 22–27, we’ll head to the slopes in Sun Valley for the Audi FIS World Cup Ski Finals, which will also kick off the Big Idaho Potato Truck Tour.
These initiatives continue our mission to showcase Idaho potatoes and foster meaningful connections across kitchens and communities nationwide.
Jamey Higham is president and CEO of the Idaho Potato Commission.
