Technical Abstract: Potato growers and breeders are interested in evaluating flavor of new potato varieties. Flavor can be analyzed using sensory evaluations or biochemical analyses. We are interested in using both types of analyses to evaluate the effect of both environment and genetics on flavor. We conducted a sensory evaluation at the Wisconsin Potato and Vegetable Growers Association Grower Education Conference and Trade Show in February, 2005. The two commercial cultivars Russet Burbank and Russet Norkotah were baked and presented to 128 meeting participants who were interested in the taste test evaluation. Russet Burbank was significantly mealier, less sweet, and less acceptable than Russet Norkotah. There was no significant difference between varieties for overall potato flavor or off flavor. Future studies will evaluate the biochemical components of flavor in these two varieties, as well as a wide array of potato clones grown in several environments. We hope that the identification of varieties and environmental conditions that produce superior flavor will assist growers with the marketing of fresh potatoes.