<p>Beauty is in the eye of the beholder, especially with numbers like these. During the 2010 to 2011 fiscal year, the Idaho Potato Commission produced 4.1 billion media impressions. This quota doubles the previous year’s numbers for “America’s favorite potato.” One of highlights for the Idaho potato is a six-year sponsorship with college football’s Boise State University Broncos and the University of Idaho Vandals. The presence of the popular potato was apparent in radio and television advertising, marquee games for both teams, and on prominent signage at the two stadiums. Along with the Idaho potato’s new and improved visibility, is the IPC’s title sponsorship of the Famous Idaho Potato Bowl scheduled for December 17th at Bronco Stadium. Once titled the Humanitarian Bowl, this new event will bring more light to the potato’s media presence.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">The new college football arrangement isn’t the only thing keeping the Idaho potato busy. The American Heart Association announced in May that the insightful vegetable is also a welcomed addition to the heart-healthy food family. With this certification, the potato will bear the heart-check mark which conveys that the potato successfully meets the American Heart Association’s criteria for saturated fat and cholesterol. The IPC shared the new designation through more than a thousand media outlets including Facebook, press releases to dietitians, food bloggers, and popular publications. Wal-Mart will also be taking part in the new Idaho Potato visibility, displaying the potatoes with their new heart-check mark packaging.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">Frank Muir, President and CEO of IPC states, “The IPC has been working harder and smarter than ever before to remind consumers to look for the famous ‘Grown in Idaho®’ seal every time they purchase potatoes, and close to 4.1 billion media impressions prove it.” Muir continues, “We’ve expanded our core consumer, retail and foodservice public relations programs to include more exciting and engaging sponsorships, contests and promotions that all drive shoppers to our website and Facebook page where they can learn more about the famous Idaho® potato.”</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p>www.idahopotato.com</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">
