The funding from the USDA’s Foreign Agricultural Service will be used for generic promotion of fresh and processed sweet potatoes. The one-year promotion starts July 1, according to a news release.
It will target consumers, retailers, foodservice and food manufacturers. Netherlands-based Phaff Export Marketing will conduct the campaign on behalf of the Benson, N.C.-based institute.
The institute, which was established last year, is applying for an additional year of market access funding and expects to add countries and regions including Canada and Mexico.
“The Market Access Program allows us as an industry to pursue continual funding for promotional programs in key export markets,” Johnny Barnes, president of the American Sweet Potato Marketing Institute, said in the release. “Without such funding, our promotional efforts would be limited to individual companies or state specific activities that are not coordinated and prove inefficient.”
The USDA funds can only be used for promotion; overhead comes from industry contributions.