Project Reinvent

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EAGLE, ID, October 10, 2006 -- Idaho Potatoes are the ultimate blank canvas for chefs and operators. This is a point made with emphasis in the IPC's latest foodservice advertising campaign launched this fall. When inspiration strikes, the Idaho potato is a tremendous and popular vehicle used to push the boundaries of expectation. A flavor conduit, it is also an item of comfort that allows consumers the security to try new things without huge risk. This is one of the reasons chefs return to the Idaho potato again and again, reinventing the classics.

The ad series depicts several renditions of chef reinventions in beautiful photography. The tagline, "Project Reinvent" accompanies each ad along with key ingredients and methods employed by well-known chefs such as Brooke Vosika and Alexandra Guarnaschelli. The print campaign launched in October 2006 and is currently running in several key foodservice trade publications. It is comprised of four variations of full-page color ads, each one addressing different categories of preparation. The ads are often complemented with 1/3-page color ads offering more detailed information, tips or instruction for that category.

Although Idaho is famous worldwide for its premium potatoes, some operators don't realize that only potatoes grown in the Gem State can wear the "Grown in Idaho" Seal. Both words Idaho" Potatoes and the "Grown in Idaho"" seal are federally registered Certification Marks that certify to consumers that they are purchasing genuine Idaho Potatoes that have been grown in the state of Idaho.