Dear produce industry friends,

It’s tempting sometimes to take the strong brand appeal of the Idaho® potato for granted. Shoppers love our potatoes, they’re happy to pay extra for them, and many consider a russet potato and an Idaho potato one and the same. So why put a lot of effort into promoting a household staple that practically sells itself?

The 75th anniversary of the Idaho Potato Commission is a timely reminder that, as with show business careers, there are no overnight success stories in the produce business.

The Idaho Potato Commission in Eagle, ID, will mark its 75th anniversary in January 2012. A year-long celebration throughout the 2011-12 marketing season is under way, and if the season goes as well as it appears it might, the highlight of the celebration, the theme of which is "Big," could well be a record $1 billion in farm-gate revenues for the industry. That is not only big, it is huge.

It has been years since Florida citrus growers have had fruit as large as this season’s. As a bonus, Florida oranges, grapefruits and tangerines are exceptionally sweet and more cosmetically appealing than normal, and the overall crop size is larger as well.

WEATHER

Daytime highs in Yuma, AZ, were expected to fall from the upper 70s Nov. 30 to 60 degrees by Dec. 4. Daytime highs should nudge into the mid-60s by Dec. 6. High winds were expected Dec. 1-2 with gusts near 40 mph.  There was a 10-30 percent chance of isolated rain showers Dec. 1-3.

In Oxnard, CA, daytime temperatures were expected to range in the upper 60s to low 70s through Dec. 6, with overnight lows in the mid- to upper 40s. High winds were expected Dec. 1-2 with gusts upwards of 45 mph.  Rain was not in the near-term forecast.