A Wrap-Up of the National Potato Council's Annual Potato Expo in Austin, TX and Evocati PR's Contribution.

Introduction

In January, the National Potato Council (NPC) and Evocati PR’s partnership was in full effect in Austin, TX. And the Live Music Capital of the World met the potato industry in massive fashion.

This was not just big, but the biggest Expo ever, by far. A record-breaking 2,320 attendees joined a record-breaking 216 exhibitors in a record-breaking 100,000 sq. ft. exhibit hall for NPC's Potato Expo, the industry's largest annual gathering of stakeholders from farm to table.

READ MORE: We’re Here Because You’re Here | Potato Country

It’s clear that the Expo is not only about the meet and potatoes of the agricultural industry, but also about setting the bar high for future Expos, fostering community engagement, and championing innovation.

How did our team contribute and what did we observe? Let's unpack the significant moments and takeaways from our time in Austin. 

Record-Breaking Success

A year of ideation, planning, and building off sixteen years of learned lessons led to a smashing success. Potato Expo 2024 was firing on all cylinders with record-breaking numbers, praise, and kudos from industry professionals and featured VIPs from the federal and corporate sectors.

Our client exceeded previous attendance and exhibitor records with more than 300 more attendees and 27 more exhibitors than the previous record holder, Las Vegas, NV in 2020.

High-visibility guests included the U.S. Chief Agricultural Negotiator, Ambassador Doug McKalip on the Expo floor for a conversation with NPC CEO Kam Quarles as well as Frito Lay Executives Laura Maxwell and Ashin Parikh.

Following the tumultuous times of COVID-19, Potato Expo 2024 built on the momentum of 2023 to create a truly record-breaking environment—one we're looking to surpass in 2025!

Our team embraced these numbers and VIPs to raise the national profile of NPC by capturing media hits about both in Yahoo! News, KXAN, and FOX 7 Austin.

Potato Walk & Talk

While Ambassador McKalip's insights on trade access highlighted the informational sessions, this Expo featured more Potato Talks than ever before.

Across the Expo, Cultivation, and Pavilion stages, experts in all aspects of the industry detailed the trends, strategies, and possibilities of tomorrow.

Featuring a former Google Executive, Professional Chefs, CEOs, and more, attendees of all backgrounds left Austin more in tune with the industry needs and empowered to grow it than before.

Steve Lerch covered how all members of the potato supply chain can Reach the TikTok Generation through viral social media marketing with the help of Chefs RJ Harvey and Jason Morse. NPC CEO Kam Quarles and Potatoes USA CEO Blair Richardson joined the stage for a live recording of the Eye on Potatoes podcast. Frito-Lay executives Laura Maxwell and Ashin Parikh hit the stage to cover how the snack giant works with growers.

Our team capitalized on these high-value sessions by promoting them to social media and organizing podcast recordings to be featured on NPC's "Eye on Potatoes" podcast for that sweet evergreen content.

Media and Communications Impact

With Evocati PR spearheading the external communications and press outreach, Potato Expo 2024 compiled a reach of nearly 100M impressions and an Advertising Value Equivalent over $900,000.

Throughout the event, our team took over NPC and Potato Expo social channels, creating and posting engaging content on the platforms, organizing seven podcast recording sessions, and much more as your friendly neighborhood Agency providing PR with a Purpose.

What’s Next?

Potato Expo 2024 was the perfect way for our team, NPC, and the potato industry at-large to kick-off the new year.

The record-breaking success is a testament to the talented staff at NPC and mission at Evocati PR to bring a world-class team to activate, communicate, and inspire underrepresented communities.

We're ready to do the same for our client in 2025.

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