Idaho Potato Commission's Ross Johnson Shares Exclusive Insights Ahead of 2026 Global Produce & Floral Show

EAGLE, ID - Just last month, the Idaho Potato Commission (IPC) unveiled a few rising opportunities for Idaho® Potatoes amid shifting consumer demands. Now, the Commission is sharing more ways to harness shopper demand as it heads to the 2026 Global Produce & Floral Show.

“Our core message is simple: Idaho potatoes remain the name consumers know and trust, and we are committed to helping retailers translate that recognition into stronger category performance,” shares Ross Johnson, Vice President of Retail.

As the company heads to Orlando, Florida, this year, one of its primary focuses will be on restoring the 10 lb bag to the produce department.

“As retailers have shifted toward smaller pack sizes, many families and value-conscious shoppers have lost an important purchase option,” Ross explains. “We want to help category managers reconsider the role a 10-pound bag of Idaho Russets can play in delivering value, increasing volume, and keeping larger-bag shoppers from migrating to club stores.”

The organization will also highlight the retail programs, merchandising support, market insights, and promotional resources the Idaho Potato Commission provides throughout the year, with the show proving to be an ideal time for retailers to meet with IPC’s Promotion Directors and begin developing promotional agreements for the coming year.

In fact, a recent marketing study revealed a brand strength score of 75 for Idaho potatoes—the highest among the national produce brands measured. This research shows that Idaho is more than a recognized growing region, but a trusted name that consumers recognize and actively seek in the produce department.

“Carrying Idaho potatoes ultimately elevates the perception of the retailer's brand, and with an average basket ring of $107, Idaho is a must-have,” Ross assures. “Additionally, Idaho’s experienced Promotion Directors work directly with category managers to review opportunities, plan advertising schedules, and develop promotional agreements for the coming year. Qualifying programs may also receive IPC funding, allowing retailers to extend their advertising investment and promote Idaho potatoes more consistently.”

Idaho potatoes are seeing emerging opportunities to satisfy today’s shoppers' needs, especially as household food budgets tighten while the focus remains on value, versatility, and shelf-life.

“Idaho Potatoes are well positioned for this shift as they continue to be a staple that is affordable, filling, and versatile enough to serve as the foundation for meals throughout the week,” Ross adds. “The 10-lb bag of Idaho Russets is especially relevant because it provides a strong value per pound and helps families stretch limited grocery dollars across more meals.”

Reductions and changes to SNAP and EBT benefits are influencing how many households shop for food, but the impact varies by shopper. Benefit levels, eligibility changes, and implementation timelines fluctuate from state to state, creating different challenges and opportunities across individual markets, Ross tells me.

“Our Promotion Directors bring market-level knowledge that can help category managers understand how these changes are affecting shoppers in their specific states and markets. They can recommend the right pack sizes, merchandising strategies, and promotional plans to help retailers capitalize on shifting purchase behavior,” he says.

Category managers, buyers, and anyone who loves Idaho potatoes is invited to visit the organization’s booth, #2759, to explore category opportunities, begin developing promotional agreements, and discuss qualifying advertising support from the Commission. With every category manager who stops by receiving a special prize, this is one booth you won’t want to miss!