Jamie Hyam, president of the Idaho Potato Commission, presented the commission’s role, finances and industry priorities to the Senate Agricultural Affairs Committee, describing promotion efforts, market competition and research investments.

Hyam said the commission — an industry-funded marketing and protection organization formed in 1937 — budgets revenues and expenditures in the roughly $15 million range and maintains reserves to cover forward financial commitments. Hyam said commissioners approved drawing from reserves this year to support a marketing push in Mexico and that early results have been positive, though geopolitical developments could affect trade.

Hyam described market pressures facing Idaho growers, including competition from growing frozen-product capacity in countries such as China and India and price pressures tied to inflation and freight geography. He said the commission funds seed and soil research with the University of Idaho to develop varieties that use less water and have greater disease resistance, and that the organization is tracking labor succession to ensure the next generation of growers can continue production.

The commission also monitors national nutrition policy and public messaging; Hyam said recent efforts have successfully resisted efforts to reclassify potatoes as a grain in federal dietary guidance, but he expects the issue to recur and said the industry remains prepared to respond. Hyam closed by describing the commission’s advertising strategy — national television buys and increasingly streaming placements aimed at 25–45-year-old light potato users — and invited committee members to continue outreach and conversation with industry leaders.

Senators commented on the commercials and on competition and trade dynamics; Senator Van Orden asked about frozen-product competition from China and India, and Hyam said most of that capacity is frozen-product processing (French fries and other processed potato items).