Sweetpotato commission seeks to spur consumer demand beyond Easter rush

Fueled by Easter shopping lists, sweetpotatoes are expected to be in high demand in late March and into the spring. But the demand won’t stop there, industry leaders say.

“Easter is one of the times of year that we do not need to do much to get them in consumers’ minds and shopping carts, so we do expect this year to be no different,” said Michelle Grainger, executive director of the North Carolina Sweetpotato Commission. Easter this year is observed March 31, compared with April 9 last year.

Grainger said there are more than 325 growers who make up the North Carolina Sweetpotato Commission. For this year’s crop, the state's main sweetpotato counties are Sampson, Nash, Edgecomb, Wilson and Johnston.

“Many of our packers do offer organics in both the traditional orange-flesh covington as well as the purple-skinned, white-fleshed murasaki,” Grainger said. “Because murasakis’ starch content is dryer, it offers different texture and flavor preference to the consumer who is looking for a sweetpotato for more savory dishes, on top of the beautiful color.”

The commission is promoting North Carolina’s sweetpotatoes in several ways.

“Some people just take their more wintery casseroles and give them a spring resurgence; some create some delicious sides and appetizers for their Easter gatherings with an intersection between healthy and comfort,” Grainger said. “This year we are going to continue highlighting exactly that; while these can be your grandma’s sweetpotatoes if you want them to be, they can be so much more.

"The health benefits of sweetpotatoes, along with their versatile flavor and texture, will truly elevate consumers’ weekday and weeknight menus," she continued. "The possibilities are endless, and taking one look at our website, www.ncsweetpotatoes.com, will prove just that.”

In addition, she said the commission’s efforts will continue to focus on consumer education by offering more recipe content, expanding its influencer and social media program and including new and exciting topics on the commission’s Sweet Bites blog.

Sweetpotatoes for any reason, any season

Grainger said cross-merchandising is a great way for retailers to increase sweetpotato sales.

“Put some sweetpotatoes by the fish market — salmon and sweetpotatoes is such an easy weeknight meal full of antioxidants and nutrients consumers need,” she said. “Having sweetpotatoes in the produce department is great, but placing them in other areas of the store is even better and will help drive added sales.”

Retailers have been focusing on using POS assets, bins, signage and tear sheets that highlight how sweetpotatoes are available year-round and are ideal for "Any Reason, Any Season," Grainger said.

“Gone are the days when sweetpotatoes were known as a ‘holiday vegetable,’” she said. “We are focusing on their nutritional value, how they are a heart-healthy superfood and how their health benefits help to reduce stress and improve digestion."

With North Carolina being the top producer of sweetpotatoes nationwide, many consumers will identify with their origin, she said.

“If a sweetpotato is grown in North Carolina, we encourage retailers to reflect that in their promotions and programs by including them in endcap displays, demos and display contests, as well as encouraging working with their retail registered dietitian in utilizing commission resources that have been custom designed just for them,” Grainger said.

For the foodservice sector, sweetpotatoes are more visible than ever, she said.

“Sweetpotatoes at foodservice have grown so much year over year, but there is always room for more,” Grainger said. “Not only do we want to continue seeing them in the traditional places such as sides, but we also want them to be incorporated in new and inventive ways, as part of desserts, cocktails, etc.

"Sweetpotatoes’ moment in the foodservice spotlight has arrived, but it is just going to keep getting bigger, so consumers will continue seeing them more and more — and taking that inspiration home with them to continue shining a light on them," she added.

Market check

The USDA reported the average shipping point price for North Carolina sweetpotatoes was $13.16 per carton on March 16, up from $11.75 per carton at the same time last year and up from $12.38 per carton two years ago.

North Carolina sweetpotatoes accounted for nearly 70% of U.S. sweetpotato volume in mid-March, according to USDA shipment numbers.

Season-to-date shipments of North Carolina sweetpotatoes through March 16 totaled 4,941 (40,000 pound) truckloads, up 4.6% compared with 4,723 truckloads the same time a year ago.

North Carolina ships both domestically and internationally, now exporting to more than 30 countries, Grainger said.

The USDA reports that U.S. exports of sweetpotatoes in 2023 were $166.2 million, up 12% from 2022.

Despite lower planted North Carolina sweetpotato acreage in 2023, Scott Farms, Lucama, N.C., should have ample supplies to meet customer needs this spring and summer, said Jeff Thomas, director of marketing.

Based on market conditions in mid-March, Thomas said the market for sweetpotatoes could begin to tighten by April.

Quality has been excellent, but some of the later-harvested fields produced smaller sizes, Thomas said. That could leave larger-sized sweetpotatoes in a tight supply situation later this year, he said.