Wisconsin potato growers' efforts to reduce pesticide use are not going unnoticed.

The Wisconsin Potato and Vegetable Growers Association Inc., Antigo, received the World Wildlife Fund's "Gift to the Earth" award, "recognizing extraordinary efforts to protect the world's most outstanding wildlife and wild places."

The association won the award after reaching several pesticide reduction goals.

In 1996, the Wisconsin association and the Washington, D.C.-based wildlife fund formed a five-year alliance to help protect human health and improve the environment while maintaining farm profitability.

Although the association, with the help of growers, met its first-year goal of reducing pesticide use by 15 percent to 25 percent, the organization hopes to make more strides in reducing pesticides in potato cultivation.

"People get on big growers, but they don't seem to realize that we live here, raise our families here and drink the water," sand Chris Anthony, vice president of Anthony Farms, Scandinavia, Wis. "we are concerned about the quality of life for us and for future generations. Some people tend to forget that."

The association is hoping to dispel pesticide myths by renewing the memorandum citing their goals for the environment.

"We are very pleased with the first-year results and hope to continue that momentum," said Linda Gustafson, executive director of the association. "We are working on details with growers and the products they can use to help them continue to improve and develop IPM practices."

Gustafson said the association plans to use the award as part of its promotional programs.

Many growers throughout the state said they plan to at least mention the award to customers, but they plan on letting the association do most of the marketing activities.

"It gives the buyer a reason to buy our potatoes over another area -- both are good, both are healthy, but we've done extra things to make our potatoes safe," said Russell Wysocki, sales manager for Russet Potato Exchange, Stevens Point, Wis.