Mann plans this year to promote fresh-cut sweet potatoes with instant coupons and other strategies.
“Our on-pack events generate redemption rates north of 15%,” Hernandez said. “In summer 2009, our annual sweet potato promotion reached a remarkable 24% redemption rate.”
Mann ships many other fresh-cut items in addition to sweet potatoes, and that makes a difference, Wooten said. Customers want to buy other products to go with fresh-cut sweet potatoes, he said.
“We were trying to take one item, a sweet potato, and cut it multiple ways,” Wooten said. “But we don’t have anything to go with it.”