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Mart Frozen Foods, a subsidiary of The Mart Group, has inaugurated a $65 million high-tech food manufacturing facility in Rupert, Idaho.
The new 100,000-square-foot plant is dedicated to producing frozen, fully baked Idaho potatoes branded as OH!Tatoes, marking a significant investment in the region's agribusiness sector.
The facility is strategically located adjacent to The Mart Group's headquarters, contributing to an expanded workforce in the area. With the addition of this plant, the company has increased its local employment to over 230, creating 80 new full-time positions. The operation is projected to generate an annual economic impact of approximately $11.15 million for the surrounding community.
Idaho State Senator Kelly Anthon said: “"The Mart Group's investment in this new frozen potato technology and production facility is a reflection of the immense promise this region holds for incubating and launching the world's most innovative agricultural products".
The 'Magic Valley,' known for its robust agricultural output, is home to major food industry players like Chobani and McCain Foods, and it contributes nearly half of Idaho's annual agricultural receipts, which total around $11.3 billion.
The introduction of OH!Tatoes is notable as it represents the first whole baked frozen potato product available in North America, targeting major retailers such as Publix and Harris Teeter.
Julian Critchfield, president and CEO of The Mart Group, added: "Through innovated technology, OH!Tatoes has perfected the art of freezing fresh Idaho potatoes so consumers can enjoy fluffy, flavourful baked potatoes in minutes".
She continued: "This expansion allows us to vertically integrate to provide the unmatched quality of baked Idaho potatoes in an easier format, with a longer shelf life, than ever before".
Southern Idaho's agricultural landscape is diverse, encompassing potatoes, row crops and dairy production, among others. The region has been recognised for its capabilities in food processing and logistics, having earned the 2015 Federal Manufacturing Community Designation in the Food category.