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About East Oregonian : E.O. (Pendleton, OR) 1888-current | View Entire Issue (Nov. 22, 2017)
Page 6C 44TH ANNUAL HERMISTON FARM FAIR East Oregonian Wednesday, November 22, 2017 Meet the makers of Idaho’s biggest potatoes PHOTOS COURTESY OF POTANDON PRODUCE Potandon Produce has released a new CarbSmart potato, developed with lower carbohydrate levels. Offi cials say the product is an example of new choices in the fresh category helping to strengthen fresh-potato sales. Low-carb spud latest innovation in fresh potato category By JOHN O’CONNELL EO Media Group By JOHN O’CONNELL EO Media Group P otandon Produce has released a new potato variety making a counterintuitive marketing claim for a starchy vegetable. The Idaho Falls-based company unveiled its fi rst low-carbohydrate potato Oct. 19 during the Produce Mar- keting Association’s Fresh Summit convention in New Or- leans. Potandon boasts its CarbSmart potato has 55 percent fewer carbohydrates than rice or pasta. Ralph Schwartz, the company’s vice president of sales, marketing and innovation, believes the product will con- tinue a recent trend of convenient, colorful and innovative specialty products strengthening sales in the long-stagnant fresh potato category. “We’ve been working on it for several years,” Schwartz said, explaining this is the pilot for what could become a broader line of potatoes bred for specifi c health attributes. It’s no accident that Potandon bred a yellow-skinned, yellow-fl eshed variety for its fi rst CarbSmart release. Schwartz explained yel- low potatoes have en- joyed steady sales growth for the past eight years — perhaps because U.S. demographics are chang- ing, and yellow potatoes may be more similar to spuds found in many oth- er countries. Schwartz also noted that mini fresh potatoes have become trendy, growing from about 11 percent of category dol- lars two years ago to roughly 15 percent today. “Because they’re growing, everybody is focusing almost 100 per- cent of their marketing and advertising dollars on (minis),” Schwartz said. Potato industry leaders say they’re cautiously optimistic about new Nielsen sales numbers for August, purchased by Potatoes USA, which show gains in all potato categories, including a second consecutive month of growth in fresh sales. The fresh sales volume increased by 1.3 percent from August of 2016, and the sales value rose 2.8 percent. By volume, sales of fi ngerlings were up nearly 23 per- cent, with yellow sales up more than 13 percent, russets up 0.7 percent, reds up 0.6 percent and other specialty types up by nearly 15 percent. “The fact that we saw two months in a row where sales of all products — fresh potatoes and also fresh-cut, frozen, dehydrated and deli — were all up is positive,” said John Toaspern, chief marketing offi cer with Potatoes USA. “It’s a sense that the market is doing well, that as we diversify into various different parts of the store people are still buy- ing potatoes, and fresh potatoes, as well.” Toaspern cautioned that the industry shouldn’t put too much stock in eight weeks of data, and he’ll draw fi rmer conclusions once numbers are released for the end of the year. “I do think one of the things helping the (fresh) cate- gory is the fact that there are so many different and new products being offered,” Toaspern said. “We’ve got more fi ngerlings, we’ve got more easy-preparation products, and a lot of different products are out there that appeal to differ- ent consumers.” W EISER, Idaho — Chris and Sharolyn Schofi eld have carved a unique niche in the art world — making colossal sculptures of Idaho Russet Burbank potatoes. Though the Weiser couple has thus far avoided the spotlight, their creations are recognized nationwide. Tens of thousands of onlookers wit- ness the dropping of their giant, glowing potato in downtown Boise each New Year’s Eve. And the 6-ton spud they cre- ated for the Idaho Potato Commission’s Great Big Idaho Potato Truck has trav- eled about 150,000 miles, visiting 7,200 cities while promoting the Idaho brand. The Schofi elds — founders of Scho- fi eld Design — are building their fourth giant potato. It is a replacement for the IPC’s original oversized traveling tuber. The IPC introduced the truck in 2011 to celebrate its 75th anniversary, planning on a single tour but keeping it on the road ever since, based on its popularity. IPC President and CEO Frank Muir initially worried the truck would be “hokey” if the potato wasn’t convincing. Instead, Muir believes it’s become part of “American pop culture.” He said peo- ple often drive hours for the chance to see the truck. “One of the testaments to their ability to create authentic art is that the No. 1 question wherever the truck drives is, ‘Is it real?’” Muir said. “The fact that people would even think a 12,000-pound potato PHOTOS COURTESY OF SHAROLYN SCHOFIELD Chris and Sharolyn Schofi eld in front of the giant potato they built for the Idaho Potato Commission’s Great Big Idaho Potato Truck. The couple is building a replacement potato for the truck. is real is amazing.” Sharolyn is a certifi ed structural welder. Chris grew up in the construc- tion trade and has taken sculpting class- es. He’s experienced in building indoor climbing walls and used a similar con- struction approach to make IPC’s fi rst potato. The Schofi elds took the best features from several large Idaho spuds Muir sent them to make a composite design. Based on their sketch, they fab- ricated metal ribs, which they welded together and covered with plywood, and then foam, which Chris cut into a potato shape. They then covered the ex- terior with a thin layer of polymerized concrete. They developed a specialized trough to make the russet “skin,” used concrete dye for color and protected the sculpture with a sealant. Happy Holidays! Stop By Our Booth at The 44th Annual Hermiston Farm Fair! “Proudly Serving And Investing In The Future Of Our Communities.” 80527 Hwy 395 N., Hermiston • 541-567-5572 “We’re pretty critical of our proj- ects,” Sharolyn said. “We want things to look just right.” A hidden door at the front of the po- tato allows the truck crew to access the interior for storage. Over the years, the potato has sus- tained damage from overhanging branches, frequent cracks caused by road vibrations and even boot prints made by NASA astronauts who stood on it during a parade. The Schofi elds made a repair kit and trained the truck’s crew to make on-the-road fi xes. They give the potato a major touch-up following each national trek. “In the beginning, it was just another job, but it’s been six years and it’s got a special place in our family,” Chris said. “We have our heart and soul in this one, and when we see it go, we’re sad.” For the New Year’s Eve Potato drop, the Schofi elds created a low-budget foam model, which they later replaced with a fi berglass version for greater lon- gevity. IPC’s next potato will also be made of fi berglass, cutting out about half the weight. They’re taking measurements from the original potato so the new spud will fi t perfectly into a square frame, mounted on springs, that Sharolyn de- signed and welded to affi x the spud to the truck’s fl atbed. Special LED lighting on the truck will illuminate the new spud during night parades. The potato should be fi nished by March, in time for the truck’s next tour. HAGERMAN, INC. 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