Joe Guenthner is Professor of Agricultural Economics at the University of Idaho, where he specialises in the economics of the potato industry. Raised at Antigo, Wisconsin, on a farm that produced potatoes for fresh, processed and seed potato markets, he has been involved in the potato industry all his life. In addition to his university appointment, he is active as a consultant to the industry, where his clients have included Frito-Lay, Lamb-Weston, Monsanto, the National Potato Council, Navajo Agricultural Products Industry, the New York Cotton Exchange, Pepsico Foods International, the Ukraine Ministry of Agriculture, the US Potato Board, Washington Potato Commission and Zeneca. In 1993, he was Visiting Scholar in the Department of Land Economy at the University of Cambridge. He has a BS from the University of Wisconsin, an MS from Montana State University and a PhD from Washington State University. He has published extensively in academic and trade journals and writes 'The Guenthner Report' for Spudman magazine. Joe Guenthner was elected President of Potato Association of America for 2001-2002.