Idaho Potato Commission protects Potato Brand

What's in a name? Almost everything if you're an Idaho potato farmer.

Idaho potatoes are one of the most recognizable commodities in the world and growers collectively shell out about $12.5 million a year to advertise, promote and safeguard the famous brand through the activities of the Idaho Potato Commission.

Is it worth it? Most growers seem to think so.

The commission increased its assessment from 10 cents per hundredweight to 12.5 cents per hundredweight about a year ago after seeking input from growers.

"I think there was broad support that this sort of thing needs to be done,"said Randy Bauscher, a Rupert-area farmer and former potato commissioner. "An individual grower can't make a national TV ad campaign."