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Northgate González Market's south Los Angeles location has earned bragging rights as the proud home of the world's largest Idaho potato display, courtesy of the Idaho Potato Commission (IPC) and Melissa’s Produce.
Boasting a mammoth, 103,000-pound display of famous Idaho potatoes, the show-stopping display dazzled customers with its enormity and creativity, according to Kent Beesley, retail promotion director for the Eagle, Idaho-based IPC's western region. “We had such a great group of people planning and working on the display that it only took us eight hours to build."
IPC, Northgate González Market and its specialty vendor, Melissa’s Produce, promoted the heavyweight Idaho potato display extensively on both traditional and social media, beginning with the four-hour launch event on Feb. 24.
The midday kickoff featured more than 30 chefs and bloggers who came to see the display and learn more about the spuds that inspired it, and a live morning television show broadcast on Telemundo. Shoppers were treated to samples of tasty Creamy Chipotle Salad made with Melissa’s Baby Dutch Yellow Potatoes, and many also struck a pose on a potato couch for a custom photo framed by a giant Instagram card.
In addition, the store’s circular for opening week advertised special promotional prices for 10-pound Idaho potato bags.
Senior produce executives at Northgate González Market initially dreamed up the idea of toppling the previous world-record potato display (92,500 pounds in Canada in 2012), selecting Idaho potatoes because of the premium tubers’ popularity with their customers. In fact, recent IPC research found that the majority of Hispanics say they have seen/heard of and used Idaho potatoes, and eight in 10 Hispanics specifically select Idaho branded potatoes at least some of the time when they buy russets.
To build the display, teams used 10 couches – constructed of 10-pound Idaho potato bags – built around the perimeter. Each was then filled with Idaho product, including bulk Idaho russet, red and gold potatoes, and a variety of Melissa’s potatoes. Northgate González Market built this giant display as part of the Idaho Potato Commission’s 25th annual Potato Lover’s Month Retail Display Contest, which they have participated in for many years.
Check out the time-lapse video of the entire display-making process here.