In 1971 a small group of growers and industry leaders united to create a grower-funded, grower-directed, potato marketing organization to increase demand for potatoes and to improve the business environment for potato growers throughout the nation.

The initial focus was to overcome a negative nutritional image, which was reversed significantly within five years. Follow-on strategies expanded into international market-building activities and domestic consumer advertising and public relations campaigns. More programs were developed throughout the next three decades--nutrition education, foodservice outreach, retail merchandising and later, retail category management.

Currently, there are 100 members from across the country serving on the Board, directing the programs, representing the interests of approximately 2,500 growers and handlers throughout the nation.