IPC unveils new 'Idaho' label for potato bags
IPC unveils new 'Idaho' label for potato bags
SUN VALLEY, ID At a meeting held here Aug. 31, the Idaho Potato Commission unveiled a new "Idaho" label that shippers can use at their option on bags of Idaho-grown potatoes.
In announcing the new label, commission President Frank Muir emphasized that it is not mandatory and will not be featured in commission advertising programs, which will focus, rather, on the Grown in Idaho seal. But he said that it makes sense for shippers to use the new Idaho label as an opportunity to market Idaho.
Graphically, the label design features the Idaho name prominently in white lettering on a blue background, crowned with the familiar Grown in Idaho seal, said Mr. Muir. Under the Idaho name are the words Russet Potatoes, also in white. Eventually, the label wording may be modified for use with other potato types grown in Idaho, such as reds or fingerlings, he said.
The purpose of this label, Mr. Muir said, is to more readily identify Idaho potatoes to consumers who have a difficult time identifying Idaho if the Idaho name is less prominently displayed. The objective, he said, is to make it very clear to consumers when they look at a bag of potatoes with the Idaho label that the potatoes in the bag are, indeed, Idaho potatoes.
The Idaho name is closely associated with potatoes in consumers' minds, and studies show a high degree of consumer preference for Idaho potatoes, he noted. But there is a downside to such a close association in that many times consumers just assume that potatoes are from Idaho, while not all of them are. It is for that reason that much commission advertising over the last several years has focused on encouraging consumers to look for the Grown in Idaho seal on the bag, and that effort will continue.
But the Idaho label on a bag will give it instant and unmistakable identification as Idaho-grown product without consumers having to look for the seal.
Idaho is identified very clearly on the bag as the brand, with the certification mark crowning the logo on top, Mr. Muir said. With a consistent look, we think it will be easier for consumers to find Idaho potatoes and readily choose them.
It is completely the option of the shipper if they want to use this label, either as a replacement for or in addition to their existing labels, Mr. Muir told The Produce News. We are hoping more and more shippers will choose this as their premier label. We do believe it demonstrates a premier look.
The commission has not talked directly to retail customers to get their reaction to the new label. That is something that will be up to the shippers to discuss with their own customers, Mr. Muir said. But we have talked to the end consumers, and consumers say it is something they want. Based on that consumer input, the commission decided to make the label available directly to shippers and let them talk to their customers and see if it makes sense to them.
Mr. Muir said, however, that he expects the new label to be readily accepted by retailers. He said that based on his experience in packaged goods, he believes most retailers like to have the national brand and their own private label. This will provide a national brand, 'Idaho, and they can still continue to offer their private label as well. They may still pack Idaho potatoes in their bag also, he said. They may, for example, use No. 2 Idaho potatoes in their store brand at a little lower price and feature the national brand, Idaho, as the premium brand.
In announcing the new label, commission President Frank Muir emphasized that it is not mandatory and will not be featured in commission advertising programs, which will focus, rather, on the Grown in Idaho seal. But he said that it makes sense for shippers to use the new Idaho label as an opportunity to market Idaho.
Graphically, the label design features the Idaho name prominently in white lettering on a blue background, crowned with the familiar Grown in Idaho seal, said Mr. Muir. Under the Idaho name are the words Russet Potatoes, also in white. Eventually, the label wording may be modified for use with other potato types grown in Idaho, such as reds or fingerlings, he said.
The purpose of this label, Mr. Muir said, is to more readily identify Idaho potatoes to consumers who have a difficult time identifying Idaho if the Idaho name is less prominently displayed. The objective, he said, is to make it very clear to consumers when they look at a bag of potatoes with the Idaho label that the potatoes in the bag are, indeed, Idaho potatoes.
The Idaho name is closely associated with potatoes in consumers' minds, and studies show a high degree of consumer preference for Idaho potatoes, he noted. But there is a downside to such a close association in that many times consumers just assume that potatoes are from Idaho, while not all of them are. It is for that reason that much commission advertising over the last several years has focused on encouraging consumers to look for the Grown in Idaho seal on the bag, and that effort will continue.
But the Idaho label on a bag will give it instant and unmistakable identification as Idaho-grown product without consumers having to look for the seal.
Idaho is identified very clearly on the bag as the brand, with the certification mark crowning the logo on top, Mr. Muir said. With a consistent look, we think it will be easier for consumers to find Idaho potatoes and readily choose them.
It is completely the option of the shipper if they want to use this label, either as a replacement for or in addition to their existing labels, Mr. Muir told The Produce News. We are hoping more and more shippers will choose this as their premier label. We do believe it demonstrates a premier look.
The commission has not talked directly to retail customers to get their reaction to the new label. That is something that will be up to the shippers to discuss with their own customers, Mr. Muir said. But we have talked to the end consumers, and consumers say it is something they want. Based on that consumer input, the commission decided to make the label available directly to shippers and let them talk to their customers and see if it makes sense to them.
Mr. Muir said, however, that he expects the new label to be readily accepted by retailers. He said that based on his experience in packaged goods, he believes most retailers like to have the national brand and their own private label. This will provide a national brand, 'Idaho, and they can still continue to offer their private label as well. They may still pack Idaho potatoes in their bag also, he said. They may, for example, use No. 2 Idaho potatoes in their store brand at a little lower price and feature the national brand, Idaho, as the premium brand.
