Idaho Potato Commission President and CEO Frank Muir plans to retire in mid-September.
He prioritized national branding and marketing since leaving a well-established corporate career in those disciplines in 2003 to join IPC.
“I was hired as an outside hired gun to do real marketing, and that’s what we’ve tried to do the past 18 years — to re-establish the Idaho potato brand and to make it relevant in a society that’s constantly changing,” Muir said.