GLP-1 Weight-Loss Drugs Create New Demand Reality for U.S. Potato Growers
- Dave Price
- May 1
- 4 min read
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The rapid rise of GLP-1 weight-loss drugs is reshaping how Americans eat. And that shift is beginning to slice through one of the country’s most iconic crops: potatoes. For growers, particularly in states like Idaho, Washington, Wisconsin, and Colorado, the health phenomenon could lead to piles of potatoes unless the potato industry can overcome this latest challenge.
Jamey Higham, President & CEO of the Idaho Potato Commission, told American Farmland Owner from his office in Eagle, Idaho, that the industry has seen this kind of moment before.
“We’ve had this battle before,” Higham explained, “… when the Atkins diet (high protein/low carbohydrate) became [popular]… and potatoes just, it seemed like overnight were just such a negative.”
Jamey Higham bio:
Idaho Potato Commission – President & CEO
Farm Fresh Direct – Former President & CEO
Potandon Produce – Former VP Sales
Ford Motor Company – Former Brand Manager
That low-carb wave forced the industry to craft a message that emphasized nutrition and versatility. This time, however, the disruption is broader and potentially more persistent.
GLP-1 Reducing Demand for Potatoes
“The new one, as you know, is the GLP-1 inhibitors,” Higham said. “And we’ve been battling that for a little while. And it’s not just potatoes. It’s all food, because people are… it’s just not that they’ve stopped eating, they’re just eating less of everything.”
That distinction matters. Unlike past diet trends that targeted specific foods, GLP-1 drugs such as Ozempic and Wegovy suppress appetite overall. For agriculture, that means a structural shift in consumption rather than a simple change in preferences.
Less Demand for Potatoes
For U.S. potato growers, the implications are immediate. The country already produces more potatoes than it consumes domestically, relying heavily on exports. A broad reduction in food intake only tightens that equation.
“It means that we need to grow the amount of potatoes that fits what the demand is,” Higham said. “And that’s tough in a commodity. There are not a lot of options.”
Crop rotation flexibility is limited in many potato-growing regions. In parts of Idaho, growers often choose between potatoes, grains, corn, or alfalfa—none of which are currently offering standout returns.
“There just aren’t a lot of options. And there’s not very many commodities that are good right now,” Higham said. “Beef seems to have done well lately, but there just aren’t any good options to grow anything else.”
That leaves producers walking a tightrope: adjust acreage to match softer demand without sacrificing long-term viability.
“I feel like we just need to figure out how to get that supply to meet up with the demand,” he said, “And then we can get some better returns for our growers, but it’s a challenge.”
RELATED: This opinion piece shows how GLP-1 weight loss drugs have affected numerous parts of American lives.
Concerns about Potato Oversupply
Compounding the issue is a recent run of excellent growing conditions. A strong global crop has already created surplus conditions, even before fully accounting for GLP-1-driven demand changes.
“You would think that if you had great growing conditions, that it would mean better returns for the farmers,” Higham said. “But it’s actually the opposite, because it means there’s too many potatoes.”
That dynamic is not limited to the United States. Reports from Europe, including the United Kingdom, suggest similar oversupply concerns as consumption patterns evolve.
“We just had perfect growing conditions around the United States,” Higham noted. “And it was a great potato season around the globe. There were too many to begin with.”
He added that while it’s difficult to isolate the GLP-1 effect entirely, “this chunk that’s coming out of it is hurting.”
Potatoes’ New Message to Consumers
While supply adjustments are one side of the equation, the industry is also working to protect—and potentially grow—demand. That effort centers on repositioning potatoes as part of a balanced, healthy diet.
“We want people to be healthy, first and foremost,” Higham said. “But we feel like potatoes are a key part of a healthy diet.”
Marketing efforts are increasingly targeted. Rather than trying to convert skeptics, the Idaho Potato Commission is focusing on consumers who already eat potatoes, just not frequently.
“We have found it’s easier to get somebody that’s already a light potato user to eat more potatoes than to get somebody to change their mind,” Higham explained. “I always compare it to voting. It’s easier to get somebody out to vote that you know already is going to vote for you than try to get somebody to change their mind.”
Potato Industry’s Focus
That strategy zeroes in on consumers aged 25 to 45, a demographic more likely to be influenced by health trends and dietary shifts.
At the same time, the industry has leaned into partnerships to reinforce its nutritional message. One key collaboration has been with the American Diabetes Association, which is aimed at dispelling misconceptions about potatoes and blood sugar.
“We got to the point where we can say that Idaho potatoes are a healthy source of carbs for those people that are living with diabetes and prediabetes,” Higham said.
He points to the “plate method” as a practical framework—balancing protein, vegetables, and carbohydrates in a single meal.
“You don’t just eat a potato in a vacuum,” he said. “You eat them together. And that way, you don’t see the blood sugar increases, because you’ve got the protein.”
Higham likens it to a simple comparison: “The best way I would compare it is regular M&Ms and peanut M&Ms. It’s better for your blood sugar, because you’ve got the protein and the chocolate at the same time!”
A Long-Term Shift or Short-Term Disruption?
The biggest unknown remains how durable the GLP-1 effect will be. If usage continues to expand—some estimates suggest as many as one in eight American adults have tried these medications—the implications for agriculture could be lasting.
“I don’t know how long-term this is,” Higham said. “But everybody’s going to have to do a little bit of a paradigm shift.”
That shift may ultimately come down to balance: aligning production with evolving demand while reinforcing the role of staple foods like potatoes in a healthier, more moderated American diet.
For growers, the stakes are clear.
“You produce it in a way so that it makes it so that the growers can stay in business, and make some money, and keep farming from year to year,” Higham said. “And basically, feed the world.”
