May 24, 2018IPC taps new marketing director
The Idaho Potato Commission (IPC) has hired Ross Johnson as its new international marketing director.
“There is a lot of opportunity for international growth and for educating retailers on the importance of the Idaho potato in their produce departments,” said Johnson, whose experience includes leading domestic and international marketing programs at Potatoes USA, along with management positions at Kraft and ConAgra.
Johnson will also lend his consumer research expertise to U.S. retail programs, focusing on data and category management.
Seth Pemsler, IPC vice president of retail/international, said Johnson is a tremendous asset for both domestic and international Idaho potato marketing efforts.
“Ross is fully up to speed on both the Asian and Latin American potato markets, where we continue to see strong growth potential in both our existing and emerging markets,” Pemsler said.
Based in the Eagle office, Johnson will work with IPC’s international offices for Latin America, Southeast Asia and Greater China, which the IPC said will help facilitate connections among Idaho potato shippers and foreign trading partners, along with creating and executing marketing promotion programs and offering ongoing marketing support, such as chef training and in-store sampling.
Johnson earned a bachelor’s degree from Brigham Young University and an MBA from Florida Southern College and is an avid baseball fan in his spare time.