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The Idaho Potato Commission launched its new television commercial during the Boise State University vs. University of Virginia football game that aired live from Albertson's Stadium in Boise, ID, in late September. As a long-standing Bronco sponsor, this marquee game presented an ideal opportunity to unveil the seventh installment of the IPC’s “Missing” commercial featuring the Big Idaho Potato Truck, Farmer Mark and his ever-faithful hound.

“Every year the popularity of the Big Idaho Potato Truck grows exponentially due in large part to the national television commercial that airs when the truck isn’t on the road. As a result, consumers are exposed to the truck for an entire year, as opposed to six months, the actual length of the tour,” explained Frank Muir, president and chief executive officer of IPC. “Launching the commercial during the IPC’s nationally televised marquee game at Albertson’s Stadium has become a tradition. Not only are we further supporting Idaho football but the strength of the brand is reinforced through the prominently placed Idaho potato signage throughout the stadium, and the reporters are always excited to talk about spuds.”

During the game ESPN reporters made it clear to their viewers they were in Tater Nation. From footage of the Big Idaho Potato Truck and non-stop shots of Spuddy Buddy, to a close-up of sideline reporter Molly McGrath’s loaded baked potato, Idaho potatoes were treated like MVPs from the kick-off to the very last play of the game.

The commercial airs through early April on popular networks like CNN, The Food Network, Headline News, Fox News and The History Channel, achieving more than 550 million audience impressions.

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HILTON HEAD ISLAND, SC — The Southeast Produce Council's Southern Innovations Organics & Foodservice Expo, held Sept. 28-30, at the Westin Hilton Head Island Resort, here, sure did reel in a lot of great new products.

Join Harley Strickland of The Produce News on the expo floor as she searches for the catch of the day.

webweb HILTON HEAD ISLAND, SC — Women leaders in the produce industry gathered Thursday, Sept. 28, for the Southern Roots Luncheon during the Southeast Produce Council Southern Innovations Organics & Foodservice Expo, Sept. 28-30, at the Westin Hilton Head Island Resort, here. Attendees were able to listen to inspirational speakers and ask one another important questions about what it means to be a leader.

Join Harley Strickland of The Produce News for a look at the Southern Roots Luncheon.

newslettervideo HILTON HEAD ISLAND, SC — Thursday night was party night at the Southeast Produce Council's Southern Innovations Organics & Foodservice Expo, Sept. 28-30, at the Westin Hilton Head Island Resort, here, and this year's opening reception did not disappoint!

Join Harley Strickland of The Produce News as she gets attendees to show us their moves — Carolina shag style!

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HILTON HEAD ISLAND, SC — The Southeast Produce Council Southern Innovations Organics & Foodservice Expo officially kicks off today, but last night SEPC members gathered here at the South Carolina Yacht Club for the STEP-UPP and board dinner.

Join Harley Strickland of The Produce News for a look at the night in the first of our Southern Innovations video series.