Although Idaho russet potatoes continue to be the major focus of Wada Farms Marketing Group in Idaho Falls, ID, which is the exclusive marketing agent for potatoes from Wada Farms Potatoes Inc. in Pingree, ID, as well as for various other potato packingsheds around the state, the company has been placing an increasing emphasis in recent years on colored potato varieties, notably red and gold varieties.

“Last year, we put in a new colored potato line” in the Pingree facility specifically for running the colored potatoes, said Chris Wada, director of marketing at Wada Farms Marketing group. “Over this last summer, we have continued upgrades in it” including the addition of a cold room with fans and storage bins, providing for improved cold chain management.

“We didn’t have a lot of issues last year,” Wada said. But the improvements made to the facility this summer will increase confidence “in our quality from the field and throughout the rest of the year in our colored potato program.”

Particularly on warmer days, coming out of the field “you want to get the pulp temperature down” on the potatoes, he said.

Now, when the potatoes come in from the field, “we are able to cool them, let them sit, then wash them and dry them fully prior to shipping.” Getting the heat out of the potatoes and the moisture off of them “is just a big improvement in quality,” Wada said.

With the 2013 harvest already under way for the colored varieties, “what we have found already coming out of the field so far on our new crop reds and golds is really good receiving quality” with “zero issues” on arrival, he said. “The loads we have shipped so far have been of excellent quality, and we are excited to keep this going throughout the year.”

The company’s colored potato harvest started around mid-August and as expected to continue throughout September, he said.

Russets continue to be “a large majority” of what Wada Farms produces, packs and ships, even as “we continue to grow the colored program,” Wada said.

The Russet Norkotah harvest was also under way at Wada Farms, having started August 19. The Burbanks will continue until probably the middle of October, “transitioning into the Burbanks,” with the timing of the transition “based on customer preference,” Wada said.

Quality on the russets “seems to be good,” he said.

Wada Farms packs its potatoes in various labels including “Wada Farms” and the national “Dole” brands well as the “Idahoan Fresh” label which was introduced last year. “Those are the three labels on the russet side,” Wada said.

In addition, the company continues to offer an assortment of value added products ranging from individually wrapped microwave-ready “Easy Bakers” to overwrapped tray us of foil-wrapped “Easy Grillers.”

This fall, the company is coming out with a product called “Tailgate Taters,” which are “meant for the fall and early winter football season,” he said.

Along with the company’s expansion and improvements in its colored potato packing facilities, Wada Farms has also increased its focus on its mini-potatoes line for both foodservice and retail.

“In terms of retail, we still have our microwave steam bag” in reds, golds and russets as well as mini potatoes in reds, golds and a medley of both, he said.

On a “fun note,” Wada said, Wada Farms was the venue for the Sept. 3 episode of The Food Network’s popular cooking show, “The Great Food Truck Race” with Chef Tyler Florence. Competing teams were required to dig their own potatoes and make them the main ingredient for all menu items.

“What trip to Idaho would be complete without a visit to a famous Idaho potato field and shipping facility. It was a lot of fun to be a part of the show and represent not just Idaho potatoes and the community, but also highlight America’s produce industry as a whole,” said Wada in a press release.

After the show aired, “we got like 20,000 views” on the company’s Facebook page, Wada said. “I don’t think Pingree has ever gotten [that kind of attention] before.”