The Idaho Potato Commission (IPC) is preparing for an expanded sales push both in the United States and abroad with the addition of Ross Johnson as the new Idaho Potato Commission International Marketing Director.
Ross Johnson:
“We know international opportunities to drive higher Idaho® potato sales are exponential.”
“There is a lot of opportunity for international growth and for educating retailers on the importance of the Idaho® potato in their produce departments.”
Johnson’s experience includes leading domestic and international marketing programs at Potatoes USA, along with management positions at Kraft and ConAgra. He will also lend his consumer research expertise to U.S. retail programs, focusing on data and category management.
Ross Johnson:
“My hope is to bring more action-oriented ideas to domestic retailers to grow their departments, using fact-based data.”
Seth Pemsler, Vice President, Retail/International, IPC, sees Johnson as a tremendous asset for both domestic and international Idaho potato marketing efforts.
Seth Pemsler, Vice President, Retail/International, IPC:
“Ross is fully up to speed on both the Asian and Latin American potato markets, where we continue to see strong growth potential in both our existing and emerging markets.”
“He’s also going to bring truly innovative ideas to our programs for U.S. retailers–research-based strategies for driving even higher sales for these premium brand potatoes that American consumers love.”
Frank Muir, President & CEO, IPC:
“Ross has the perfect background for the International Marketing Director position – potato industry experience, exceptional work ethic and the knowledge and skills to build awareness of the Idaho® potato brand around the world.”
“We look forward to having him be a part of the team.”
Based in the Eagle office, Johnson will work with IPC’s international offices for Latin America, Southeast Asia and Greater China, which help facilitate connections among Idaho® potato shippers and foreign trading partners.
In addition he will create and execute marketing promotion programs and offer ongoing marketing support, such as chef training and in-store sampling. Idaho’s top fresh potato export markets for 2017 were Canada, Mexico, Japan, Taiwan, the Philippines, Malaysia, Singapore, Hong Kong, Guatemala and Panama.
Johnson earned a bachelor’s degree from Brigham Young University and an MBA from Florida Southern College and is an avid baseball fan in his spare time.
His favorite way to chow down on Idaho spuds? Baked, of course, and topped with plenty of Hormel bacon, cheese and butter.
