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 Councilâ€™s Southern Exposure 2020 expo in Tampa, The Produce News reports.
â€œWe have a new variety of potato we are marketing,â€ said Derek Peterson, vice president of sales and marketing at Wilcox. â€œOn the outside, it looks like a normal russet potato, but on the inside, the flesh is more yellow.â€
Wilcox will be marketing the variety under the trademark Gold Rush.
â€œThe culinary qualities of Gold Rush are really good,â€ Peterson says. â€œIt 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.â€
Wilcox Fresh first began growing test plots of the new variety six or seven years ago, he said. â€œThey performed really wellâ€ in the initial trials, â€œso we grew a few more acres, and then a few more. We have essentially been almost doubling our acreage for the last few years.â€
Culturally, it grows very similar to other russet varieties, with â€œvery similar yields and very similar results,â€ he said.
Now, â€œwe feel like we will have enough volume that we want to grow that portion of our business,â€ he said. â€œWe can probably expand to several retailers this fall.â€
Feedback from customers and consumer focus groups has been favorable, he said. â€œThey really like it, and it performs well in the kitchen.â€