Product Managers Pumped Up Idaho Potato Sales in February to Win More Than $150,000 in Cash & Prizes

EAGLE, IDAHO, May 1, 2008 - Every year for 17 years, retailers have pulled out all stops to build the best and most creative Idaho Potato display in the country, and the entries for the 2008 Idaho Potato Commission's "Potato Lover's Month Retail Display Contest" prove that this annual event is better than ever. The Idaho Potato Commission's (IPC) Retail Display Contest received 1,886 entries this year and awarded more than $150,000 in cash and merchandise prizes to retailers across the country. In addition, every qualified entrant received a genuine Swiss Army watch worth $115!

"Feedback from this contest has always been extremely positive. Retailers seem to love the opportunity to be creative, increase produce sales and possibly win some cash and prizes," said Seth Pemsler Vice President, Retail/International, IPC, "Congratulations to the winners and to everyone who submitted an entry."

For the fourth consecutive year, the IPC partnered with potato topping favorites: KRAFT® Cheese Whiz, and OSCAR MAYER® Real Bacon Bits and Ready To Serve Bacon to help retailers create mouth-watering sales-driving product displays. Overall, the contest generated entries from supermarkets of all sizes and from all corners of the country - each using existing and customized point-of-sale materials and recipes to drive sales of Idaho Potatoes and the participating Kraft products.

"This year, the review committee received hundreds of extraordinary photos and even entire scrapbooks of Potato Lover's Month displays. The entrants really go all out for this fun, rewarding contest. The IPC's Spuddy Buddy took center stage as 'Super Spud' the caped crusader ready to save any meal and 'Conducter Spud' persuading consumers to 'get on the right track' by adding healthy potatoes to their meal," said Pemsler.









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And the Winners Are... A total of 145 prizes valued at more than $150,000, including $38,000 in cash prizes, were awarded across three general categories: Display Winners (broken down into three categories based on number of cash registers at each store), Military (East coast and West coast) and Ad Overlay Contest. Prize money was awarded to the top five finishers in three different store categories (with matching category manager prizes):

In addition, $100 was awarded to 100 honorable mention winners. To view photographs of all the winning entries, a complete list of winners and how the prizes were awarded, go to http://idahopotato.com/plm_2008/winners.

1st Place Display Winners








1-5 CASH REGISTERS
Randy Bonner
Spains Supermarket
Grenada, MS		 6-9 CASH REGISTERS
Steve Lambert
Piggly Wiggly
Bonifay, FL		 10+ Cash Registers
Sharon Brennan
Viking Village Foods
Reedsburg, WI

1st Place Ad Overlay Winner





Shawn Parce
Viking Village Foods
Reedsburg, WI

1st Place Military Display Winners






MILITARY WEST
Robert Nolan
Fort Leavenworth
Fort Leavenworth, KS		 MILITARY EAST
Debbie Clark
McGuire AFB
McGuire AFB, NJ










The Contest
The contest was open to retail supermarket chains and independents only. Displays had to be in place for at least one week during the January 28 - February 29, 2008 contest period, set up in the produce section of the store and 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, and OSCAR MAYER® Real Bacon Bits or Ready To Serve Bacon.

Judging
Entries were judged and prizes were awarded by the Potato Lover's Month Retail Display Contest Review Committee based 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.

Hungry for more? Check out the Idaho Potato Commission's website: www.idahopotato.com and click on "Media/News" to unearth more information about what the IPC is up to. Through the website you may also access the IPC's recipe inventory featuring hundreds of recipes from traditional favorites to innovative creations - each featuring Idaho's famous premium potatoes.

The Idaho Potato Commission is a state agency that is primarily responsible for expanding the markets for Idaho grown potatoes through advertising, promotion and research. The Commission also protects the use of the "Idaho® Potato" and "Grown in Idaho®" seals, which 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.