Everyone's a winner in the Idaho Potato Commission's 17th Annual Potato Lover's Month Retail Display Contest

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EAGLE, ID, January 2, 2007- One of the most popular display contests in the produce industry, the Idaho Potato Commission's (IPC) Potato Lover's Month Retail Display Contest, is getting ready to kick-off its 17th year with more prize money and bigger incentives than ever before. And the best part is everyone's a winner!

On the heels of a hugely successful contest in 2007 with over 2,000 entries, the IPC and its partner for the fourth consecutive year, Kraft Foods, have pulled out all the stops. Over $38,000 in cash prizes will be awarded and every qualified entrant will receive a genuine Swiss Army watch, a value of $115!

"This is a fun contest where everyone wins, who wouldn't want to enter" said Seth Pemsler, Vice President, Retail/International, Idaho Potato Commission. In addition to the watch and opportunity to win cash, participating retailers usually see a significant bump in sales not only in the potato category but across the entire produce department during this promotion, and February is typically a slow month for sales.

Prize money will be awarded to the top five finishers in three different store categories (with matching category manager prizes):

1st Place winners receive $1,250 each
2nd Place winners receive $1,000 each
3rd Place winners receive $750 each
4th Place winners receive $500 each
5th Place winners receive $250 each

Plus $100 will be awarded to each of the 100 honorable mention winners. Adding to the prize mix is the Ad Contest Overlay Program in which the top five best ad entries will receive major cash prizes, and an additional 25 honorable mentions (more cash!) will be awarded. In total, 145 prizes will be awarded.

The IPC and contest partners KRAFT, Cheese Whiz, and OSCAR MAYER, Real Bacon Bits and Ready To Serve Bacon are hoping this year's contest will draw even more entries than last year. A new POS display kit will help fuel retailers' creativity to make a sales-driving product display. The kit is available at www.idahopotato.com or through KRAFT Express and includes:

Four 2-sided Potato Lovers Month display pieces
Two inflatable mylar Spuddy Buddies
A 2-sided sign featuring appetizing photos to decorate retail displays.

Clip art is available on the Idaho Potato website to help create custom display signs. And, if you're looking for a little inspiration, high-resolution photos of last year's display contest winners and photos of the winning advertising spreads are available for viewing online at www.idahopotato.com.

There are three programs and three different ways for retailers to win big prizes. The three contests are the Display Contest, the Category Manager Prize Match Program and the Ad Contest Overlay Program.

Potato Lover's Month Retail Display Contest Details
To enter, retailers are asked to create an attention-getting display that promotes an Idaho Potato product (fresh or dehydrated) with at least two KRAFT products: KRAFT Cheese Whiz, and OSCAR MAYER Real Bacon Bits or Ready To Serve Bacon.

The contest is open to retail supermarket chains and independents only. (There are three levels of store categories, retailers should review the official rules to determine which category they fit into.) Displays must be in place at least one week during the January 28 - February 29, 2008 contest period. The displays must be set up in the produce section of the store and must include the following products: fresh Idaho Potatoes (bag, bulk or both) that have a clearly discernable label showing the Idaho name and the Grown in Idaho seal; a clearly marked Idaho dehydrated potato product; and two of the following three items, KRAFT Cheez Whiz, and OSCAR MAYER Real Bacon Bits or Ready To Serve Bacon.

Retailers can use the POS materials (outlined earlier) and/or they may create their own display support materials. Creativity is encouraged! Entries are limited to one per store.

To enter online (or to obtain an entry form), retailers must visit www.idahopotato.com, click on "Potato Lover's Month Display Contest" and follow the directions.

Category Manager Prize Match Program
The Potato Lover's Month Retail Display Contest will again award matching prizes to category managers if their store entry wins a top prize (first through fifth-place prizes)! So, Category Managers, if your store wins, you win!

Ad Contest Overlay Program
?Retailers are encouraged to promote their creative displays with feature advertisements and try to win more cash prizes. To enter, mail a copy of the entire circular featuring the Potato Lover's Month Ad to the Idaho Potato Commission, along with a completed entry form. Thirty different cash prizes (top five awards, plus 25 honorable mentions), totaling $6,000 will be awarded.

Judging Criteria
Entries will be judged and prizes awarded by the Potato Lover's Month Retail Display Contest Review Committee. Entries will be judged on the following criteria: use of Potato Lover's Month signage; creativity of the display; how the display incorporates the partner products; perceived success in generating incremental sales for those products; and, perceived impact on the produce section and the store.

All entries must be received no later than March 31, 2008. All winners will be notified by April 30, 2008.

Although Idaho is famous worldwide for its premium potatoes, some consumers don't realize that only potatoes grown in the Gem State can wear the Grown In Idaho seal. Both Idaho Potatoes and the Grown in Idaho seal are federally registered Certification Marks that belong to the IPC. These Marks ensure that consumers are purchasing potatoes that have been grown in the state of Idaho.

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