Wada Farms has great regional story to tell in Colorado
Wada Farms has great regional story to tell in Colorado
Wada Farms has been part of the potato industry since 1943, and over the decades it has grown into a national grower-shipper and marketer.
“Colorado has been an important part of that story for many years,” said Eric Beck, director of marketing for the Idaho Falls, ID-based company. “Our Colorado program complements our product and service portfolio giving customers a true national program with the right potato in the right region. Colorado is a strategic regional hub that gives our retail and foodservice partners flexibility, freight advantages and dependable quality under one coordinated program.”
Since every growing season is shaped by the same core factors — water availability, early- and late-season temperatures and how well the company can stay ahead of disease pressure, Wada Farms carefully mitigated all of these factors resulting in a very clean and quality crop out of the San Luis Valley for this season.
“The crop aligns with what buyers are looking for: consistent sizing and dependable quality,” Beck said.
The company’s approach in Colorado mirrors the same sustainability framework it has used across Wada Farms for years — wise land use, conservative water management and a focus on soil health.
“Many of the Colorado growers we partner with are investing in more efficient irrigation, precision application of inputs and practices that build long-term soil structure,” Beck said. “Wada’s role is to support these efforts with agronomic resources, sustainability benchmarking and aligning with customers’ sustainability goals. We work to make sure all our programs fit into long-term water, climate and soil health goals.”
The backbone for Colorado remains the traditional Russet potato variety for all industry segments. Customer preference for smaller pack sizes continues to trend upward.
“With increased availability for same-day delivery of groceries to your home, consumers are becoming more accustomed to ordering ‘just what they need’ versus doing the larger ‘stock-up’ trips,” Beck said.
With supply chain efficiencies becoming more prevalent throughout all segments of the produce industry, Wada has built its traceability framework to provide clear delineation for transparent trace-back from field to fork with PTI-compliant programs.
“Food safety and social accountability remain a priority initiative for all stakeholders that work with Wada, and we benchmark our entire network of production facilities and farms to meet the highest standards of food safety and social accountability,” Beck said.
Labor, freight and input costs are a reality for every grower in the country, and Colorado is no exception. Beck noted the most acute pressures tend to be the cost of skilled labor at harvest and in the sheds, trucking availability and rates, and the price of inputs like fertilizer, crop protection and fuel.
From a marketing standpoint, Wada leans into that sense of place while keeping the message very practical — consistent supply, strong quality and programs that help its customers grow the category.
“Colorado gives us a great regional story to tell: Colorado’s finest potatoes with premium quality, grown by multi-generational families in the San Luis Valley,” Beck said. “What’s resonating most right now are messages around reliability and value. Potatoes are versatile, family-friendly staple paired with our sustainability initiatives to reduce our carbon footprint. It’s simple, straightforward, honest and buyers appreciate that.”
Heading into the spring and summer pull, Wada is encouraging customers to plan programs early and think in terms of steady movement rather than chasing short-term dips.
“Assuming no change in crop quality and current demand trends stay consistent, we anticipate a steady pricing environment for Colorado potatoes,” Beck said. “We want to keep telling the Colorado story in a way that’s authentic and dependable: high-quality potatoes, grown and packed responsibly, backed by a national partner that can deliver year -round supply chain solutions.”
