Idaho Potato Commission outlines $15 million revenue plan, marketing push and export concerns
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Summary
Jamie Hyam, president of the Idaho Potato Commission, told the Agricultural Affairs Committee the commission expects roughly $15 million in revenue this year, is using reserves for Mexico promotions, and is concerned about processed‑potato competition, water and labor.
Jamie Hyam, president of the Idaho Potato Commission, presented the commission’s finances, marketing efforts and industry concerns to the House Agricultural Affairs Committee.
Hyam said the commission expects roughly $15,000,000 in revenues for the year and explained the commission maintains reserves to cover multi‑year commitments; after covering planned commitments he said the reserves would leave about $776,000. Hyam said the commission planned to use part of reserves this year for promotional activity in Mexico as fresh‑potato access opens in that market.
Hyam described market pressures facing the industry: increasing processing capacity in China, competitive processed‑potato imports from the European Union (Belgium), and substantial freight‑cost disadvantages for moving product from Idaho’s production areas to some U.S. population centers. He said the United States is a net importer of processed potatoes (about 12 percent) and that China’s processing capacity growth could put additional pressure on U.S. suppliers.
Hyam described ongoing investments in variety research (drought tolerance, disease resistance) and storage research in partnership with the University of Idaho, and cited water availability, labor availability and farm‑succession as long‑term concerns. He said the commission spends significant funds on national television advertising (CNN, Fox, TBS family networks) to maintain the “Grown in Idaho” brand and noted a legislative effort to reintroduce a specialty Idaho license plate tied to the industry.
Members asked about marketing return on investment and retail prices. On ROI Hyam said the impact is difficult to measure directly but pointed to continued buyer demand and brand recognition: “When they think potatoes they need to think Idaho,” he said, noting the commission targets light users ages roughly 24–45. On pricing Representative McCann described seeing a 5‑pound bag priced at $0.99 in a local store and Hyam explained wholesale pricing is typically in 50‑pound units and that retail pricing reflects distributor and retailer markups; he said market prices vary with supply and demand.
Hyam closed by thanking members and encouraging commission outreach; no formal committee action on the commission report was recorded.
