Money! Money! Money! (and Free MP3 Players!) Are Yours to Win When You Enter the 16th Annual Potato Lover's Month Retail Display Contest

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EAGLE, ID, December 12, 2006 -- The Idaho Potato Commission (IPC) announces its 16th Annual Potato Lover's Month Retail Display Contest, and this year it's bigger and better than ever! The February 2007 anniversary event will offer over $150,000 in cash and merchandise prizes - and it's easy to enter.

Along with the projected potato sales increase for stores that participate in the contest, the IPC's prize offerings are equally appealing. Last year, every qualified entrant won a DVD Player; this year every qualified entrant (one per entry) will receive a free MP3 Digital Music player - a $70 value! Thousands of dollars in prize money will be awarded to the top five finishers in three different store categories (with matching category manager prizes), plus $100 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.

When all is said and done, over $38,000 in prize money and an anticipated total of $150,000 overall (including projected MP3 player giveaways) will be given away during the 16th annual Potato Lover's Month contest!

The IPC and contest partners KRAFT® Cheese Whiz, KRAFT® 100% Grated Parmesan Cheese and OSCAR MAYER® Real Bacon Bits are hoping this year's contest will draw even more entries than last year's. The 2006 contest drew one thousand entries more than the year prior, bringing the total entries to a staggering 2,680 retailers.

The contest includes additional enhancements that continue to make it easier than ever before to create exciting displays. Contest POS material kits are available at www.idahopotato.com/plm_2007/entry_form/index.php, or via your Kraft Express representative. Each kit includes signs, balloons (inflatable Mylar Spuddy Buddy balloons!), and a detailed contest brochure including an entry form. High-resolution photos of last year's display contest winners and photos of the winning advertising spreads are also available for viewing online at www.idahopotato.com/plm_2006/winners/index.php. (If you're looking for a little inspiration check these photos out!)

"Last year, we made the contest easier than ever to enter - and we offered more cash and prizes. Our entries skyrocketed in both number and creativity," said Seth Pemsler, IPC Vice President Retail/ International. "But more than that, sales went up, too. This contest provides retailers a way to generate interest and incremental sales in the Produce section during a traditionally slow time of year. Based on our growth in entries, retailers are seeing it as well."

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 Idaho® Potatoes with KRAFT® Cheese Whiz, KRAFT® 100% Grated Parmesan Cheese and OSCAR MAYER® Real Bacon Bits.

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 23 - February 27, 2007 contest period. The displays must be set up in the produce section of the store and must include the following: 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, KRAFT® 100% Grated Parmesan Cheese and OSCAR MAYER® Real Bacon Bits.

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.

Entries on-line through our website (www.idahopotato.com) are strongly encouraged although all forms of entry will be judged equally. If entering by mail, please include an official entry form or a copy of one with each photo identifying the entrant's name, address, store name and business phone number on the back. Polaroids are strongly discouraged due to poor picture quality.

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

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. The decisions of the committee are final.

All entries must be received no later than March 31, 2007. If you choose to enter via mail (versus submitting your entry on-line at www.idahopotato.com), please mail entries to: Potato Lover's Month Display Contest Review Committee, PO Box 1670, Eagle, ID 83616 (If using overnight mail service, please send to 661 South Rivershore Lane, Suite 230, Eagle, ID 83616). All winners will be notified by April 30, 2007.

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

Ad Contest Overlay Program
Retailers are encouraged to promote their creative displays with feature advertisements and, who knows, they may win cash prizes for their design creativity. To enter, a copy of the entire circular featuring the Potato Lover's Month Retail Display should be mailed 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.

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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