Idahoans embrace retro black and white plate

By Sean Ellis

Idaho Farm Bureau Federation

POCATELLO – Idaho Potato Commission officials suspected Idaho’s new retro-style black and white license plates would be popular, but they were still surprised by just how popular the plates actually are.  

Since they became available last summer, Idahoans have been selecting 100-150 of the 1950s-style plates every day “and it hasn’t really slowed down,” said Sam Eaton, the IPC’s vice president of legal and government affairs.

“The plates have exceeded our expectations,” he added. “They have been very, very popular. Based on the popularity of retro-style black plates in other states, we were hopeful they would be popular, but we didn’t think we’d be at the level we are at in one year.”

Eaton helped the IPC get the plate approved by legislators.

According to the Idaho Transportation Department, the plates, which have the words World Famous Potatoes at the bottom, are currently the most popular specialty license plate in Idaho. As of July 9, there were 60,362 active registrations of the black and white plate.

That put it ahead of the Idaho North America specialty plate, which had 51,688 active registrations. The Elk Wildlife plate was next, with 51,451 registrations, followed by the Famous Potato Teal and White plate (39,470), the Wildlife Bluebird plate (34,450) and the Wildlife Trout plate (28,948).

The legislature last year approved the vintage black and white plate by an overwhelming combined vote of 99-1.

Rep. Doug Pickett, the Republican rancher and spud farmer from Oakley who carried the bill in the House, last year told Idaho Farm Bureau Federation he believed the black and white plate would be very popular. His prediction proved right.

“There was terrific demand for the black plate,” he said. “It was pervasive. Everywhere, everyone wanted these black plates.”

The license plates have the word “Idaho” on the top and “World Famous Potatoes” along the bottom. The plates are all black with white lettering.

Motorists also have the option to purchase the same type of retro plates that are all white with teal lettering.

Idaho legislators have tried to put the brakes on new, specialty license plates but these ones technically aren’t really new. They’re just retro, or throwback plates.

“It’s not even a new plate; we’re just kind of re-imagining that (old) plate,” Eaton said. “We just brought back that retro-looking black plate from the ‘50s that people like. It’s that sleeker, simpler look.”

Jamey Higham, CEO of the Idaho potato commission, believes it’s a point of pride for most Idahoans to have potatoes on their license plates.

“I think everybody probably has a little different idea about it, but I think that Idaho has fully embraced being famous for potatoes,” he said. “I think it’s a point of pride for a lot of people.”

In addition to regular registration fees, people who want one of the new, old plates will pay $70 for them, with $25 going to the IPC and $45 to the state highway account.

The renewal fee for the plates will be $50, with $15 going to the commission, which is funded by the state’s potato industry and receives no taxpayer funds.

Eaton said although the plates do help the commission promote Idaho’s most iconic product, he suspects a lot of people don’t realize that by purchasing the plates, they are helping the commission promote Idaho potatoes.

“I think probably a lot of people don’t realize that,” he said. “I think that was a secondary benefit for a lot of people.”

“It’s been a great success for the potato commission and it’s been great for the state,” he said about the plate’s popularity. “We’re very happy and pleased with the people of Idaho embracing that plate. We hope it continues.”