Utah Grocer Fresh Market Builds World's Largest Idaho® Potato Display

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80,000 Pounds of Genuine Idaho® Potatoes Create Spud-Tacular Display

Eagle, ID, February 16, 2011 – February is Potato Lover’s Month and spud lovers in Spanish Fork, Utah are in for a special treat. Fresh Market grocery store has built the world’s largest Idaho® potato display in the produce department using 240,000 russet potatoes.  The display made its debut today and will be up until every last potato is sold!

After hours of hard work, Leigh Vaughn, Director of Produce/Floral for Associated Food Stores, places the final bag of potatoes on the World's Largest Idaho Potato Display.

After hours of hard work, Leigh Vaughn, Director of Produce/Floral for Associated Food Stores, places the final bag of potatoes on the World's Largest Idaho Potato Display.

“We are very excited about this display,” said Mark Levingston, Store Director, Fresh Market. “Our team has had their ‘eyes’ on this achievement for some time and we look forward to ‘mashing’ any potato display record set anywhere in the world!”

This “spudtacular” display is the cornerstone of a unique community event.  Local school children have been invited to participate in many of the in-store activities like Pinewood Derby Car Racing and coloring contests and departments throughout the store will show their love of potatoes by hosting food sampling stations featuring different Idaho® potato recipes.  To kick off the display, ten-pound bags of Idaho® potatoes will be on sale for 59 cents.

It took approximately 40 pallets of potatoes (two entire truckloads), five hours and dozens of people to build the massive display. The Idaho Potato Commission (IPC) offered marketing support and promotional materials for the display.

PotatoDisplay1

“When we learned that Fresh Market was planning to the build the world’s largest display of Idaho® potatoes during Potato Lover’s Month, we jumped at the chance to be involved.  The fact that all 240,000 potatoes in the display were grown in Idaho is a true testament to the strength of the brand and consumers’ loyalty to this family favorite,” said Seth Pemsler, Vice President, Retail/International, IPC.  “The IPC provides retailers with extensive marketing and sales support for all types of promotions, but this is by far the biggest endeavor we have encountered!”

“Potatoes are a delicious, healthy vegetable and a favorite of the local community," said Angel Velez, Produce Sales Manager of Fresh Market. “Tackling this fun challenge adds fresh energy to the store and delivers value to our customers.”

About the Idaho Potato Commission
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. For more information, visit www.idahopotato.com.

About Associated Foods
Associated Food Stores is an independent retailer-owned warehouse based in Salt Lake City, Utah, which provides products and services to more than 500 grocers throughout the Intermountain West. Associated Food Stores can be found on the internet at www.afstores.com.

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