MONTE VISTA — Jim Ehrlich, the longtime Colorado Potato Administrative Committee Executive Director, has retired. 

Founded in 1941, the committee supports local growers and shippers. As the Federal and State Marketing Order, CPAC plays a crucial role in setting quality standards and seeking to innovate in sustainability, best practices, research, and marketing. This order, together with the growers from the San Luis Valley and beyond, has overseen expansion into new varieties of potatoes and a multi-level inspection process that ensures over two billion pounds of Colorado potatoes are grown.  

After 18 years on the job, Ehrlich retired on Oct. 31 and looks forward to staying in the Valley and continuing his commitment to community service. Ehrlich grew up on a dairy farm in Northern Colorado and has been active in agriculture his entire life. 

In an interview with the Valley Courier, Ehrlich said, "I started in April of 2006, and the committee represents all the potato growers in the San Luis Valley with a state and federal marketing order. The growers set quality standards for the potatoes that leave this Valley. Every potato that leaves this Valley must be inspected to ensure it meets consumer and retail quality standards. 

"The growers control what the committee does, but they basically focus on research, promotion, some marketing to a limited extent, being part of the community, and sponsoring community events. The committee also monitors things that would affect potato farmers like regulatory pressure and governmental policy." 

Over the past few decades Ehrlich has seen changes in the potato market, "Today, there are fewer growers and more consolidation both on the buying end and on the production end. Growers are so progressive and technologically advanced compared to what they were 20 years ago. The retailers contract a lot of the production today; when I started, much more of it was an open market, where growers would produce and have to sell it at the mercy of the market. Today 70% or more of the market is contracted with retailers. This took a lot of the price fluctuation of the market; there are still highs and lows, but they are not nearly as pronounced as they were. 

"As an industry, and not just in Colorado, we have done a good job at letting people know that potatoes are nutritious and good for you. When I first started there was misperception that potatoes were fattening and not healthy. 

“We have tried hard to get growers to be more involved nationally because that is where policy is set. The industry has done a good job of letting legislators know that what they do really does impact farm-level decisions, and they need to consider what they do carefully." 

In 2022 the Mexican government changed agricultural regulations to open up the entire country to the importation of potatoes. Previously, the Mexican market was open only to a 16-mile band along the border with the United States.  

Ehrlich said of the Mexico market, “That has been a boost to the American potato industry. "I don't think I was an integral part of that, I was more a part of the machinery that achieved that. Mexico is a huge opportunity for American potato farmers, and Colorado sits in a great place because of our geography. About 12% of our volume goes to the Mexican market. Mexicans don't eat nearly as many potatoes as Americans do, so there is an opportunity for us to increase demand there and have them eat more potatoes in their diets and grow our markets. I don't think people realize it, but one of every five rows of potatoes is exported somewhere. Most of that is frozen product and we don't participate in the frozen industry, so it is really important for us to keep that Mexico market open, so we have an export channel."   

Reflecting on his years in agriculture, Ehrlich expressed his deep humility and gratitude saying, "I am very humbled to have worked in the potato industry. I am blessed by God, and I have tried to do my job to the best of my ability. I have worked with so many kind and nice people. I have been blessed time and time again." His humble and grateful attitude is a testament to his character and his contributions to the industry.  

"My staff is every bit as important as me, the growers are the people that make this happen. I'm very grateful for what I had, and I couldn't have worked with a better group of potato farmers than the ones here in the San Luis Valley.”  

Ehrlich said he will continue serving the Valley by serving on the boards of the Rio Grande Roundtable, San Luis Valley Regional Medical Center, and Colorado Ag Leadership. "I'm going to keep my connections with agriculture, and I may do a little bit of work, but mostly, I'm going to enjoy my life and enjoy my grandkids.”