BOISE, ID, December, 2004 - A determined Idaho Potato Commission continues to fight the good fight and has fired the latest salvo: a new commercial starring fitness icon Denise Austin knocking anti-carb diets and touting complex carbohydrates, such as those found in Idaho Potatoes.
"A healthy diet is a matter of balance, so the idea of eliminating an entire major food group, like carbohydrates, just doesn't hold up," says Austin in the commercial, as she knocks down a cube food pyramid. "The fact is complex carbohydrates are a critical source of energy."
The commercial -- produced by the IPC's advertising and public relations agency, Santa Barbara, CA-based Evans, Hardy+Young - ran in cities across the country in September 2004.
The IPC drafted Austin last year to help get the message out that Idaho Potatoes are not only an excellent energy source, but that they are packed with vitamins and nutrients. (One medium potato delivers three grams of dietary fiber, four grams of protein, 26 grams of carbohydrates, 45% of the RDA for Vitamin C, plus they provide
thiamin, iron, phosphorus, magnesium, copper and folic acid. Potatoes also have more potassium than a banana. Additionally, they are fat free, come with "built-in portion control" and one medium potato only has just 100 calories!) Austin, who stars in her own Lifetime Television Network show, "Denise Austin's Daily Work-Out" has proven an enthusiastic and passionate collaborator, a tireless cheerleader for Idaho Potatoes and the role they play (fuel and nutritional benefits) in a balanced diet and active lifestyle.
"The reason why this partnership works so well," says Frank Muir, President and CEO, IPC, "is because Denise Austin is a true believer. She prepares Idaho Potatoes for her family several times a week and as a health expert and mother, she understands and appreciates their value in her family's diet. She has proven herself to be a valuable and valiant ally in our mission of setting the record straight about carbohydrates and we're glad to have her on our side!"
The commercial is just one facet of the IPC-Austin "front." The IPC is a major sponsor of her show and over the past year Austin has participated in multiple pro-carb initiatives designed to reach the general public with the "other side of the carb story." The IPC and Austin renewed their commitment to one another in September, and the IPC will continue to rely on Austin to serve as its fitness spokesperson, while in turn sponsoring her show in the New Year. Within the next month, the IPC and Denise Austin will partner on a variety of public relations initiatives including a high profile Satellite Media Tour showcasing the importance of breakfast -- starring role for Idaho Potatoes in January 2005, the judging of a year long Fitness Tips Contest and a variety of other healthy lifestyle initiatives.
Although Idaho is famous worldwide for its premium potatoes, some consumers don't realize that only potatoes grown in the Gem State can wear the "Grown In Idaho" seal. Both Idaho® Potatoes and the "Grown in Idaho®" seal are federally registered Certification Marks that belong to the IPC. These Marks ensure that consumers are purchasing potatoes that have been grown in the state of Idaho.
