Potatoes are an intensively managed, high value crop that has traditionally relied heavily on pesticides. In the 1980s Wisconsin farmers became concerned with environmental impact of such practices and worked intensively with the University to reduce pesticide reliance. In 1996, the potato growers sought to expand the scope of this work and entered into a unique partnership with the World Wildlife Fund to further reduce pesticide reliance. Stringent IPM standards were developed by participating growers and the University. An independent certification body was established to chart progress (Protected Harvest) and enable certified growers to market under the nation’s first eco-brand for potatoes (Healthy Grown).