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Wilcox Fresh to roll out a new gold-fleshed russet potato variety

Wilcox Fresh in Rexburg, Idaho, is rolling out a new potato variety, a gold-fleshed russet, which the company plans to feature at the Southeast Produce Council’s Southern Exposure 2020 expo in Tampa, The Produce News reports.

“We have a new variety of potato we are marketing,” said Derek Peterson, vice president of sales and marketing at Wilcox. “On the outside, it looks like a normal russet potato, but on the inside, the flesh is more yellow.”

Wilcox will be marketing the variety under the trademark Gold Rush.

“The culinary qualities of Gold Rush are really good,” Peterson says. “It fries really well. It makes great french fries. It bakes really well. It has a naturally cream texture to it. It eats a lot like a Yukon Gold or any other yellow variety, but then it bakes up and fries really good like a russet potato.”

Wilcox Fresh first began growing test plots of the new variety six or seven years ago, he said. “They performed really well” in the initial trials, “so we grew a few more acres, and then a few more. We have essentially been almost doubling our acreage for the last few years.”

Culturally, it grows very similar to other russet varieties, with “very similar yields and very similar results,” he said.

Now, “we feel like we will have enough volume that we want to grow that portion of our business,” he said. “We can probably expand to several retailers this fall.”

Feedback from customers and consumer focus groups has been favorable, he said. “They really like it, and it performs well in the kitchen.”

Read the full report in The Produce News here