After nearly 20 years of promoting Idaho potatoes and penning a weekly column for The Packer, Armand Lobato is stepping into retirement from the potato industry, but not without sharing the stories and lessons that defined his career.
Known for his grounded voice and deep understanding of produce marketing, Lobato spent decades building relationships, advocating for potatoes and documenting the subtle shifts in the industry. As he turns the page to a new chapter, Lobato reflected on the changing landscape of produce, the role of storytelling and what he’ll miss most about his time in the field.
Lobato’s retirement, after nearly 17 years with the Idaho Potato Commission and over 50 years in the produce industry, closes an impressive chapter in a long and accomplished career. Known for his dedication, humility and genuine relationships, Lobato continues to have a lasting presence among growers, commissioners, colleagues and friends, the commission noted in news release.
Lobato began his career in 1974 as a courtesy clerk in Denver. From those early days, he steadily advanced through retail and foodservice before joining the IPC as its foodservice promotions director for the West. In that role, he traveled throughout 14 states, visiting distributors, restaurants, culinary schools and processors.
“It has been a privilege to work and travel for the IPC,” Lobato said. “I will miss the growers, commissioners, teammates and friends I made along the way. I am just an ordinary guy working in an extraordinary industry.”
“Armand has been a vital part of the Idaho Potato Commission,” said Jamey Higham, president and CEO of the IPC. “His passion for the industry, his storytelling, and yes, even his love of dad jokes, have made him a cherished member of our team. We will truly miss working alongside him and wish him all the best in this exciting new chapter.”
Along the way, Lobato earned undergraduate and graduate degrees and has written a weekly column for The Packer and other agribusiness publications for nearly 20 years. He became known for his sharp industry insight, storytelling and respect for Idaho’s growers and shippers.
In his weekly column, “The Produce Aisle,” Lobato said he writes about retail produce, management and reflecting on some of the “characters I’ve worked with over the years, because there have been some amazing people along the way.”
His storytelling skills sometimes blend vivid imagery and tension, such as a story he wrote about trying to get home during a blizzard.
Whether writing about the tricks of the grocery trade, realistic expectations in the produce aisle or when a clerk is worth a manager’s pay, Lobato blends his retail experience with essay writing to weave a tale in this popular column.
One poignant story Lobato wrote about was a produce manager whom he learned had served in Vietnam, and his entire unit, except for him, was wiped out on Christmas morning. The experience left a mark on Lobato, and he wrote about it in his column. The story resonated with readers as well and made its way onto the front page of The Packer, later mentioned as one of the Top 10 most-read articles of the year.
“It was really nice to get the feedback and recognition for that story,” Lobato said. “The produce business is a simple business. We’re not doing cold fusion out there … but it was satisfying to get to share his story.”
In retirement, Lobato looks forward to spending more time with his wife Michelle, their two grown children and three grandsons. He also plans to continue writing and hopes to teach journalism or creative writing in the near future.
“It’s been a remarkable ride, one I recommend highly,” Lobato said. “It is my hope that someday, someone will open a carton of fresh Idaho potatoes and say, ‘You know, I had a good friend who worked there years ago.’”
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