Welcome back to Tater Talk! We’re digging into the stories and smarts driving the global potato industry, and today we’re incredibly excited to feature a true titan in the field: Jamey Higham, President and CEO of the Idaho Potato Commission. Jamey joins us to peel back the layers of what makes the Idaho Potato Commission tick, how they champion the state’s most famous spud, and his fascinating journey through the world of agriculture and brand building. From humble beginnings in Idaho potato country to leading a globally recognized brand, Jamey’s story is as rich and robust as the potatoes he represents.
From Shelley to Spuds: Jamey Higham’s Journey
Jamey Higham’s path to leading the Idaho Potato Commission is a testament to the deep roots of the potato industry in his home state. Growing up in Shelley, Idaho, nestled in the heart of potato country, Jamey initially had no plans to enter the industry, despite his father being an agricultural veterinarian and many friends’ families being potato farmers. His early exposure was limited to summer jobs moving irrigation pipe. However, destiny, it seems, had other plans.
A fun fact Jamey shares is the enduring presence of the “Russet” mascot at Shelley High School. Both his wife and two older sisters were “Miss Russet,” and even a niece currently holds the title. It was truly “in his blood,” even if he didn’t realize it at the time.
An Unexpected Detour into Potatoes
After college, while preparing for law school, Jamey took an interim varsity football coaching position at Shelley High. This required a job with early morning hours, leading him to Walker Produce in 1991. Starting in quality control and warehouse operations, he quickly moved through various roles, including logistics and eventually sales. This early experience in the nitty-gritty of potato operations proved invaluable.
His career then took him to Patandon Produce (Green Giant Fresh), where he spent three years in sales before a significant pivot to Ford Motor Company. There, he gained experience in executive training, brand management, and marketing at the corporate level. This diverse background provided him with a unique perspective on large-scale brand building and sales strategies, lessons he would later bring back to the potato industry.
Around 2002-2003, Green Giant/Patandon lured him back to Idaho, where he stayed until approximately 2016. He then took on the CEO role at FarmFresh Direct in Colorado, a major grower-shipper. Five years ago, the opportunity to return home and lead the Idaho Potato Commission arose, a chance he eagerly embraced. By January 2027, Jamey will celebrate his fifth anniversary at the helm, a journey that clearly illustrates his deep connection and dedication to the industry.
The Art of Selling Potatoes (Without Selling Potatoes)
Mike DeLong, “The Fry Guy,” was curious about the similarities and differences between selling potatoes and selling cars at Ford. Jamey highlighted a core similarity: “The whole goal is to keep the factories running in both industries, covering the overhead.” However, the critical difference lies in perishability. “You could see an F-150 on a dealer’s parking lot that could be there from two weeks to nine months and it didn’t go bad. Potatoes, you gotta get you gotta pack and ship and sell the same day and get on the road and going.” Both, he notes, are intensely relationship-based industries, requiring strong interpersonal skills and a focus on mutual benefit.
What is the Idaho Potato Commission?
Established in 1937, the Idaho Potato Commission (IPC) has a clear and concise mission: “We promote and we protect the Idaho potato brand.” Jamey elaborates on the two core pillars of their work:
Promoting the Brand
- Marketing Campaigns: The IPC runs extensive marketing efforts, including national TV commercials and various promotions. A prime example is the famous Idaho Potato Bowl in Boise every December, a highly visible platform for the brand.
- Global Recognition: The goal is to make “Idaho” synonymous with “potatoes” worldwide. Jamey shares anecdotes of traveling internationally, where saying “Idaho” almost invariably elicits “potatoes” as the immediate response. The IPC leverages this recognition to create “thousands and thousands of Idaho potato ambassadors” through initiatives like handing out “Spuddy Buddy” pins to travelers.
Protecting the Brand
- Trademark Enforcement: The IPC owns the trademarks for “Idaho Potatoes” and “Famous Idaho Potatoes.” They diligently ensure that anyone using these names on products, packaging, or merchandise is properly licensed, safeguarding the brand’s reputation.
- Global Vigilance: Protection extends beyond the U.S. borders. Jamey provided a compelling example of a company in Africa attempting to name a pesticide “Idaho,” which the IPC is actively challenging to prevent negative brand association.
Research and Education
Beyond promotion and protection, the IPC allocates significant revenue to research and education. This funding supports projects aimed at improving potato growing methods, developing better varieties, and advancing storage techniques. The ultimate goal is to enhance the quality of Idaho potatoes and maximize returns for growers.
The Commission’s Structure and Representation
The IPC is governed by a nine-member commission, with commissioners nominated by their peers and appointed by the governor. This structure ensures broad representation across the industry:
- Five Growers: Directly involved in cultivating potatoes.
- Two Processors: Representing companies that process potatoes into various products.
- Two Shippers: Representing entities responsible for distributing potatoes.
This balanced representation ensures that the commission’s decisions reflect the diverse interests and needs of Idaho’s potato industry, from the field to the consumer.
Jamey Higham’s insights reveal the comprehensive and strategic approach of the Idaho Potato Commission. From fostering global brand recognition to safeguarding its integrity and investing in future innovation, the IPC plays a pivotal role in ensuring the Idaho potato remains famous and revered. To hear more about Jamey’s fascinating journey and the intricate work of the Idaho Potato Commission, be sure to listen to the full episode of Tater Talk!
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About Jamey Higham
Jamey Higham is a seasoned agricultural industry titan who took the helm as President and CEO of the Idaho Potato Commission (IPC) in January 2022. Born and raised in Shelley, Idaho—a small town in the heart of Eastern Idaho’s potato country where over 13 billion pounds of potatoes are grown annually—Higham has a lifelong connection to the crop. His high school mascot was literally a russet potato, and local schools traditionally closed for two weeks each fall to allow students to participate in the potato harvest.
Higham earned his B.A. in Political Science from Brigham Young University (1991) and later obtained an MBA with an International Marketing emphasis from Arizona State University’s Thunderbird School of Global Management (1998). He brings over three decades of diverse experience spanning agricultural lending, corporate automotive brand management, and fresh produce executive leadership.
His professional journey includes 5 years working for Ford Motor Company corporate within their marketing and sales division as a Brand Manager, followed by a return to his roots in the potato industry. He spent 13 years as Vice President of Sales at Potandon Produce L.L.C. under the pivotal mentorship of senior industry figure Kent Romrell, followed by nearly 6 years as President and CEO of Farm Fresh Direct, LLC, where he significantly scaled both conventional and organic potato lines. Higham has consistently given back to the agricultural community, serving on the board of directors for the International Fresh Produce Association for 3 years, participating in United Fresh Produce Industry Leadership Class 13, and dedicating 12 years to the Shelley school board. He currently resides in Eagle, Idaho, with his wife Melissa and their four adult children.
