Dale Peterson has a network he’d like to sell you 

I seriously suspect when Dale Peterson nicks himself shaving, he bleeds blue and yellow – the colors of the Buy Idaho logo.

This summer marks the 10-year anniversary of Dale’s taking the helm of the organization he has done more than just guide. It would be closer to the truth to say that Buy Idaho’s very persona is inseparable from that of the man who has been its tireless champion.

I’ve known Dale since he first took on the cause of rebuilding Buy Idaho … and it’s impossible to spend even five minutes with him and not want to enlist in the army of Gem State businesses that currently numbers around 1,200 firms, ranging in size from Micron Technology to “mom and pop” retailers. 

At the suggestion of an Idaho Business Review reader who, upon reading my post, “It’s not the bean, it’s the scene”, commented that I should write about Buy Idaho (thanks, Dee Angerous), I sat down last week to get an update from Dale on his organization.  If the current economic situation has you in the doldrums, I heartily encourage you to listen to the resulting interview. Trust me, if Dale can’t pump you up, you’re already on life support.

Ensconced in the Buy Idaho Showroom at the 8th Street Marketplace, your first impression of Dale is likely to be that of the affable Ghost of Christmas Present in Dicken’s "A Christmas Carol." Just replace the throne of comestibles with thousands of Made In Idaho products and you get the picture. Dale joined Buy Idaho following the sale of his Caldwell radio stations to American General Media in 1996. This was a pivotal period for Buy Idaho, which had been founded ten years earlier through the efforts of Butch Otter (following his campaign for Lt. Governor) and local ad men Bruce Belcher and Jack Rucker. With Buy Idaho in the midst of reorganization, Dale was recruited into what was to be the only other job he has held in the past 50 years (he likes to joke that he’s a bit of a “job hopper”).

During Dale’s watch, Buy Idaho’s membership has increased more than four-fold. And at the age of 70, Dale continues to crisscross the state preaching the Buy Idaho gospel through what by now has numbered thousands of sales calls. For Dale, it’s all about keeping dollars at home in a small state.

"With 1.5 million people we can’t just depend on each other, we have to be able to sell to folks outside the state – but we have to support each other as well. If everyone in our state spent just $100 more with Idaho companies this year, that would mean $150 million more spent in the Idaho economy this year."

And with a 6 percent sales tax, this means $9 million in increased funding for education, health and welfare, parks, transportation, law enforcement, and other services.

But the rationale for Buy Idaho goes beyond mere numbers. More than anything, Dale has honed the mission of his organization into that of an uber-Chamber of Commerce – a venue for providing exposure to the thousands of products and services that festoon every available surface in the Buy Idaho Showroom and annual trade shows.  Just as important, however, is the organization’s function as “a network of ideas” to help small businesses figure out how to better promote their wares. This task has been made more effective during Dale’s tenure by technology and the strong support of local media partners.

On any given day, Dale might forward an e-mail inquiry from a small business regarding healthcare options to appropriate members within the Buy Idaho network, sit down to an impromptu seminar with a new member on how to take advantage of organization resources, or chase down an inquiry from a consumer on the availability of cutting boards in the shape of Idaho.

Buy Idaho also enjoys a close relationship with the Department of Commerce.

“Our synergy with Commerce comes through creating awareness of Idaho products that Don Dietrich and his group can promote internationally. For example, the largest trout farm in the world is in the Hagerman Valley, and every carton of trout that goes out worldwide has a ‘Product of Idaho, USA’ sticker that helps get the word out about what our state has to offer.”

Dale is anything but parochial, however, when it comes to who does and doesn’t qualify as an Idaho business.

“Buy from any business that is here, and your money still stays in the state. Our message is to ‘buy Idaho’, not just from ‘buy from Buy Idaho members’.”

In the end, Dale points out, it all comes back to the power of the network – and he’s more than willing to stake his organization’s reputation on that value proposition.

“We live under the same rules our members do – we will either be worth our salt and exist, or not be and go under – but we’re still in business when I can list hundreds of companies that were indifferent to the Buy Idaho message that aren’t around anymore.” 

When Dale Peterson finally gets around to retiring for the second time, I’m planning to lead an initiative to erect a statue to him in the Center on the Grove. I’ll most likely attend the unveiling with the help of a walker while Dale does laps around the fountain distributing Buy Idaho lapel pins to anyone willing to press the flesh.  In the meantime, I’ll do the next best thing (or maybe from Dale’s point of view, the very best thing). Just as soon as my new business launches, I’m going to walk my Buy Idaho membership check to 8th Street Marketplace and present it to Dale along with my thanks.

It’s the least I can do for Idaho’s Salesman-in-Chief.

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