The mission of ISDA’s International Trade and Domestic Market Development program is to “promote Idaho’s food and agriculture industry by expanding opportunities in domestic and foreign markets fostering industry growth and profitability.” As such, the department promotes Idaho food and agriculture products in Idaho and around the world.

The department’s primary domestic program is Idaho Preferred®. This program continues to expand, providing valuable marketing assistance to its over 100 Idaho food and agriculture producer participants. Growers, processors, specialty food companies and farmers’ markets are taking advantage of growing consumer awareness of the Idaho Preferred® program by incorporating the logo into labels, signage, websites and more. Major retailers continue to support and expand their involvement with the program. Paul’s Markets include the Idaho Preferred® logo in weekly ads; Wal-Mart is testing a permanent Idaho Preferred® section in the promotion aisle; and Albertsons continues to promote Idaho products seasonally with point of sale materials and event sponsorship. The success Idaho Preferred® has had in working with retailers is being recognized nationwide. Articles in Produce Business and Progressive Grocer highlighted the successful partnership between the Idaho Preferred® program and small local retailers as well as major chains.

Collaboration with the Department of Education has led to many exciting programs in Idaho schools to increase awareness and consumption of nutritious, local products. In September, Meridian School District, the largest in the state with over 27,000 students, served fresh Idaho fruits for lunch during two different weeks. Pluots, peaches, pears, watermelon and apples were served in all elementary cafeterias and staff was very pleased with students’ acceptance and enjoyment of the fresh fruits. To assist schools in meeting national Wellness Policy guidelines, Idaho Preferred® offered a new fundraising opportunity to schools and youth organizations featuring Idaho apples, onions, potatoes, herbs, water, honey and huckleberry products. Thirteen organizations sold over 1,600 items providing an entirely new market for several Idaho Preferred® companies.

A new event to showcase Idaho Preferred® members’ products was launched in 2005. Over 3,500 consumers attended the “Taste of Idaho” where they tasted and purchased Idaho foods and wines and also enjoyed watching professional chefs vie for medals using a variety of local products. Albertsons, Sysco, Buy Idaho and Clear Channel communications teamed up to make this first annual event a great success.

One of the international highlights of the last year was a Governor’s Trade Mission to Mexico led by Governor Dirk Kempthorne. The delegation of more than 65 representatives from 24 companies, trade organizations and universities visited Monterrey, Mexico City and Guadalajara in December 2005. Valued Partner Awards to key customers were presented in each city. A number of events showcased Idaho agriculture. The Governor promoted Idaho foods on a televised cooking show in Monterrey. He was filmed with chef Lulu Pedraza, a well-known celebrity chef from Mexico, and Idaho chef Christian Lamotte preparing one of his favorite breakfasts – a Governor’s Potato and Onion Frittata. He also visited Soriana, the 2 nd largest supermarket chain, along with an appearance from Spuddy Buddy.

Overall, the division has seen tremendous results in the Mexican market. Mexico has grown to Idaho’s third largest export market for Idaho food and agriculture. Significant progress has been made with bean seed, onions, and fresh potatoes. The department has worked closely with the Idaho bean industry to expand government contacts as well as seed trials of certified bean seed. Successful trials in Sinaloa led to trials in Chihuahua and Zacatecas. Over 1,500 pounds of certified seed have been exported for the seed trials and another 80 metric tons of certified seed have been sold commercially. The department has aggressively promoted yellow onions including in-store promotions in Gigante and Soriana in the fall of 2005 along with appearances on several televised cooking shows. Fresh potato exports were on the fast track, topping $5 million last year and capturing 34 percent of the export market prior to the unfortunate discovery of potato cyst nematode. Once the market is re-opened, potato exports are expected to see further growth.

One of the emerging markets identified by the department is Central America. A buying delegation visited Idaho and an in-store promotion featuring Idaho apples, onions and fresh potatoes was held in seven grocery store chains in Guatemala, El Salvador and Costa Rica.

In Asia, one of the highlights was a menu promotion in Taiwan. An Idaho chef introduced Idaho products and recipes to the Lavender Cottage restaurant chain that created a special menu at their five restaurants. Over $50,000 in sales were generated from the two-week promotion along with extensive media coverage.

The department also coordinated an Idaho Pavilion at the Food Marketing Institute’s (FMI) Supermarket Industry Expo in Chicago. Within the pavilion were the Idaho Potato Commission, Idaho-Eastern Oregon Onion Committee and Great American Appetizers as well as the Potato Commission’s celebrity representative, Dawn Wells, who starred as Mary-Ann on Gilligan’s Island. She promoted Spudfest, her international Idaho film festival, and signed autographs. Her presence was a great asset generating additional interest for Idaho exhibitors.

In addition to FMI, the department participated in Food and Hotel Korea in Seoul, ANTAD Supermarket show in Guadalajara, Mexico, the National Restaurant Association Show in Chicago, Exphotel in Mexico, BIO Conference and Trade Show in Chicago, and the Sysco Foodservice Show in Boise. Further, the marketing division hosted numerous trade teams, sponsored educational workshops, published several brochures and directories, and managed a record amount of federal Market Access Program funding totaling $401,000.

ISDA actively addresses international trade barriers such as tariffs, quotas and phytosanitary regulations that restrict Idaho agriculture exports and limit market access. The department maintains an Idaho Trade Issues Report, which identifies 94 trade issues in 18 world markets. This report is disseminated to state and federal officials including the U.S. Department of Agriculture and U.S. Trade Representatives.

For more information, call 208-332-8530, e-mail Laura Johnson at ljohnson@idahoag.us or view the marketing website at www.idahoag.us/marketing/.

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