“This is a wonderful book. You really have to read it!”
I can’t tell you how many times I’ve heard that statement. Sometimes it happens after a speaker wraps up at a function when they’re hawking their book in in the back of the room. (At a reasonable price, of course.)
Other times it is at business gatherings. At the International Fresh Produce Association’s annual Global Produce and Floral Show, for example, I ran into at least one (or several) acquaintances in conversations who brought up their latest inspiration, something they’re pushing me to read. (And buy first, of course.) It’s an awkward moment, isn’t it? Many times, the quality falls flat.
Well, friends and neighbors, I have a gem of a fresh produce book to recommend — for free.
It was written by my previous boss, friend and mentor at the Idaho Potato Commission, Don Odiorne. He was the vice president in charge of foodservice there for 30 years. In his role, Don came up with numerous creative marketing ideas to help promote the multibillion-dollar Idaho potato crop each year. Quite the daunting challenge.
While I worked for him, Don unveiled a book, or booklet, that he wrote: “The Idaho Potato Commission Foodservice Toolkit.” It is safe to say that this work ranks up high among Don’s many achievements. That in itself is saying something.
Don gave each of his three promotion directors (aka field guys), such as myself, a modest supply to use and distribute to foodservice industry members that we met with regularly. The book was a smash hit.
It’s not a long read. In fact, I read most of it for the first time on a plane while traveling for work from Denver to Seattle. I knew instantly that it was going to resonate as a valuable resource for chefs, produce buyers, specialists, restaurants, inspectors, merchandisers, produce directors, dietitians, culinary teachers, their students, and, of course, with fresh produce nerds far and wide.
It’s everything you wanted to know about potatoes but were afraid to ask.
Don was modest about “The Idaho Potato Commission Foodservice Toolkit” he worked on for years that he researched, wrote and produced. He once told me that the information within was a compilation gathered from all the Idaho growers, shippers and others in the Idaho Potato Commission who had preceded him.
Perhaps, but no one had put it all together before in such a concise and carefully crafted book. Don did just that.
The book is just 72 pages long. Don organized it so the reader can lean back and learn all about the potato’s humble origins from what is present day. The history within includes describes how American horticulturist Luther Burbank traipsed all over the country in the late 1800s until he ended up in Idaho’s rich farmland to cultivate his signature, high-solid, low moisture russet burbank variety.
The book shows key growing areas for the gem state’s multitude of varieties; includes a behind-the-scenes look at proper potato storage and a problem-solving chapter; explains basic potato food science and preparation techniques; breaks down potatoes into cost per serving and a whole lot more with text, charts and photos within. Included in the book is a link for Don’s own Dr. Potato feature, in which he offers an extensive Q&A section (and is still active on the IPC website) for people to ask potato-related questions.
To date, there are nearly 1,000 Dr. Potato posts with answers.
Why is such a potato foodservice toolkit publication relevant, you might ask? Because potatoes happen to be the No. 1 vegetable in volume in the U.S. and the world. Potatoes are nutrient-dense, low in calories, contain zero fat and have sustained entire civilizations throughout human history. Potatoes are also pocketbook-friendly, often costing less per pound than even bananas.
Yeah, you might say potatoes are an important crop worth knowing something about.
Not to mention that the humble spud is pretty darn tasty. Chefs are a creative bunch, and good and simple food preparation never goes out of style. The IPC website has thousands of recipes to choose from, along with many helpful charts and videos.
I can’t say enough about Don Odiorne as an author. Some people (like yours truly) have to work in the craft, to “get the words right,” as Hemingway once said. Near-flawless writing comes naturally to Don. The foodservice book is so organized, so well written and is loaded with valuable tips and details.
I also can’t say enough about Don as a person. Now retired, Don was a rare type of boss: always so kind and considerate with everyone. Don shared many interesting foodie stories over the years and, best of all, is still a close friend. The foodservice toolkit can be downloaded for free.
So, if you only read one produce-related book in the near future, treat yourself to this one. If you have anything to do with fresh produce, in the retail or foodservice world, or know someone who is, it is a must-read item. The IPC also has complementary printed versions available from your friendly Idaho potato representative. In the produce (and potato) world, it’s the gold standard.
No produce bookshelf is complete without a copy.
Armand Lobato’s more than 50 years of experience in the produce business span a range of foodservice and retail positions. He has written a weekly retail column for nearly two decades.
