Pollution awareness was growing across the nation in 1970 and the potato industry instituted research programs concerning wastewater disposal at processing and shipping plants, and growers became conscious of irrigation runoff water from potato fields as a possible problem area.

A new policy was adopted in 1971 of having Commission members covering markets with the field merchandisers. Reports came back to the industry that these visits were very enlightening. Special emphasis was placed on the fieldmen as they worked closely with the advertising agencies and the Commission on planning their itineraries. The activities of the fieldmen emphasized that the IPC had developed a coordinated marketing program.

In January of 1971, the executive secretary vacancy was filled with the employment of Frank Floyd who left a sales department job at Rogers Brothers, an Eastern Idaho potato processing and fresh shipping firm. Floyd's tenure was to be short, however, and ended when he submitted his resignation in August of 1972.

Two vacancies occurred in the dealer service staff during 1971. In June, Chuck McDaniel resigned to enter the produce brokerage business in Indiana. Dean Probert's colorful 17-year service to the Idaho® potato industry ended with his death following a prolonged illness. Former Idaho Commissioner of Agriculture Robert Reichert was hired to represent Idaho in the Eastern United States and Milt Macun, a merchandising executive with the Florida Citrus Commission, took over the South and Southwest territory.

A promotional highlight of 1971 was a nationwide Idaho® potato retail display contest in which a Ford Pinto automobile was awarded as first prize. The contest produced a record number of entries.

In an effort to become more involved with the people it represented, the Commission developed a program whereby the advertising agencies made their presentations in several Idaho cities before interested industry people. This was to better acquaint the growers, processors, and shippers with what the Commission was attempting to do.