In the 1940s, advertising displays like this introduced the Maine Potato Boy and began appearing in grocery stores east of the Mississippi. The Maine Potato Boy’s image marketed Aroostook County’s prized crop into the 1950s. This particular display advanced Maine potatoes as a key part of the home-based war effort during WWII. Other ads in newspapers and magazines marketed Maine potatoes as important for a balanced diet without weight gain.
William Findlen of Fort Fairfield starred as the Maine Potato Boy. He was chosen for this role by a New York advertising firm hired to market, merchandise, and brand Maine potatoes. At the time, pressures from increased competition and changes in dietary habits meant that Maine potato sales were dropping dramatically. The Maine Potato Boy, despite his charm, was not able to completely reverse those trends.
This advertising display survives as a symbol of Maine’s largest agricultural crop, the evolution of marketing and branding designed to sustain it, and the ways that potatoes defined the cultural and physical landscape of Aroostook County.
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