Wada Farms, a family-owned farming operation that began in 1943 with 160 acres of potatoes, is now one of the nation’s largest suppliers of fresh potatoes, onions and sweet potatoes, with long-standing partner relationships throughout the U.S. and in countries around the world.

Idaho’s new crop is off to a strong start, with early signs pointing to a season full of opportunity. Growers are reporting excellent quality, solid yields and a well-balanced size profile, making this year’s crop highly promotable across a wide range of packs and programs.

Masser Family of Cos. will showcase the power of innovation with Side Delights Potato products at the Southeast Produce Council’s Southern Innovations 2025 trade show and conference in Charlotte, NC, Sept. 10-13.

While potato harvest has been happening since July in some parts of the country, Side Delights’ freshest potatoes are now arriving in stores as the fall season’s grilling heats up.

Overall business for family-owned Wada Farms has been stable in 2025, as demand for potatoes remains steady across retail and foodservice, with particular strength in items that offer convenience and versatility.