As a sweet potato grower/distributor, Matthews Ridgeview Farms, Wynne, Ark., features a stable supply outlook and good prospects for the 2021 season. “We haven’t changed acreage much from last year,” said Autumn Campbell, sales manager for the operation. Labor conditions are tight, and the firm does use the H-2A program to source farmworkers.
The crop conditions for the 2021 sweet potato crop are good so far, she said. “(We have) had some rain, which is good because sweet potatoes do not need a lot and the warm temps are great right now,” she said. Organic sweet potatoes represent only about 200 acres of the company’s acreage, and growth in organic is limited by higher cost of production.
I don’t expect huge growth (in organics),” she said.
Retailers can best promote sweet potatoes by offering ads and several varieties, she said. Over the past five years, Campbell said Matthews Ridgeview Farms has increased its marketing activities, including increasing spending on digital ads and promoting the brand in retail stores.
2020 rewind
Campbell said that the COVID-19 pandemic resulted in an increase in sweet potato sales for the company. “With people staying home and cooking, it showed (up) in sales,” she said. Marketing efforts will increase in 2021, he said. “Last year was different and had its disadvantages, but sales in produce was a positive,” Campbell said.
Packaging trends are centered on convenience, she said. “Everyone is on the go,” she said. “Consumers like quick and easy options.”
Sustainability and clear communication are priorities for the operation, she said. “We just try to use a ‘checks and balances’ system within our team and its key players to make everything run smooth to ensure minimal miscommunication, minimal errors on orders or quality,” Campbell said. “I keep them informed as much as possible, provide requested info and certifications.”
The firm’s long track record serves it well, Campbell said. “We are sustainable and being sustainable for years allows for more recovery during challenging times.”
