Building a facility that could handle the demands of producing fully baked frozen potatoes at scale wasn’t an easy task for OH!Tatoes. One of the main challenges was designing a production line that could flexibly accommodate different types of potatoes—everything from large Idaho Russets to smaller red and yellow varieties—while maintaining operational efficiency. The result is a 100,000-square-foot facility in Rupert, Idaho, equipped with advanced oven technology and automation, setting a new benchmark in food processing.
Designing for Flexibility and Efficiency
The proprietary oven technology developed by OH!Tatoes is central to its operations. This oven system is capable of baking whole potatoes before they are flash-frozen for distribution. Unlike most potato processing plants, which focus on roasting or frying, OH!Tatoes’ unique process allows it to deliver fully baked, high-quality frozen potatoes ready for consumers to heat and serve with minimal preparation.
“We had to design the entire production line around this unique baking process,” said Julian Critchfield, president and CEO of The Mart Group. “The challenge was creating a flexible system that could handle different potato varieties, sizes, and future product lines while maintaining efficiency.”
This flexibility extends beyond just baking large Russets. The plant is also equipped to handle mini potatoes, reds, yellows, and other varieties, ensuring that the company can pivot to new products as market demands evolve. Streamline, the construction firm behind the facility, played a pivotal role in developing a flexible design that allowed for both current operations and future expansions.
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Automation Drives Productivity
From sorting and washing to baking and freezing, the entire production process at the Rupert facility is automated. This investment in automation not only ensures consistent quality across all products but also allows OH!Tatoes to scale up production without significantly increasing labor costs.
“Our end-to-end automation allows us to scale production quickly without compromising on quality,” Critchfield told Area Development. “It’s a key factor in ensuring that we can meet growing demand for our fully baked frozen potatoes across North America.”
The plant also features a cold storage unit capable of holding 30 days’ worth of inventory, allowing OH!Tatoes to manage supply chain logistics effectively. This cold storage ensures that the company can meet market demand without production delays, a critical factor as the company expands its retail presence nationwide.
Our end-to-end automation allows us to scale production quickly without compromising on quality.
Sustainable Solutions Embedded in the Facility
Sustainability was a key consideration throughout the facility’s design. Owned by a cooperative of Idaho farmers, OH!Tatoes has deep roots in sustainable agriculture. The plant incorporates a heat recapture system, which reduces energy consumption during the baking process, while waste byproducts like potato skins are repurposed for animal feed. The facility also includes wastewater treatment systems designed to minimize environmental impact.
“Our owners have been farming in Idaho for generations, and sustainability is key to how we operate,” Critchfield said. “From how we manage water to how we repurpose byproducts, we’ve embedded sustainable practices into every aspect of the facility.”
Overcoming Distribution Challenges
Logistics presented another challenge for OH!Tatoes as it scaled production. However, the facility’s location in Idaho is well-suited for distribution. The Rupert plant is located on a rail spur, which allows for quick transportation to major markets on both coasts. Idaho’s established trucking network, used for decades to ship fresh potatoes, also plays a critical role in ensuring the frozen products reach their destinations on time.
“We’ve invested heavily in cold storage and distribution channels to ensure that our products can reach grocery stores and food service providers efficiently,” Critchfield told Area Development.
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OH!Tatoes has partnered with a network of brokers to expand its distribution footprint across North America. While frozen food distribution brings its own set of challenges, OH!Tatoes' long history in the fresh potato market has given the company a solid logistical foundation.
Economic Impact on Idaho
The opening of OH!Tatoes' facility is a significant addition to Idaho’s agricultural and food processing industries. Senator Kelly Anthon highlighted the facility’s impact on the local economy, noting that OH!Tatoes is part of a broader trend of Idaho companies adding value to the state’s agricultural commodities through innovation.
“OH!Tatoes is a great example of how Idaho companies are making food staples more valuable through innovation and processing,” said Senator Anthon. “These kinds of projects not only create jobs but also strengthen Idaho’s position as a leader in agricultural production and food processing.”
Sustainability is embedded in every aspect of the facility’s design.
Looking Ahead
With the facility now fully operational, OH!Tatoes is looking to the future. While the initial focus is on fully baked frozen potatoes, the company plans to expand its product line to include seasoned and mini potatoes, among other innovative offerings.
“We designed this plant with future growth in mind,” Crutchfield said. “We’ve had interest from retailers across the country, and we’re ready to roll out additional products in the coming years.”
As OH!Tatoes continues to innovate, the facility stands as a model of how advanced technology, sustainability, and flexibility can be leveraged to meet consumer demand while driving economic growth in Idaho’s agricultural sector.
