Bako Sweet sets sweet potato category for summer promotions

Bakersfield, Calif.-based Country Sweet Produce’s Bako Sweet brand will offer retailers plenty of merchandising efforts in the historically quiet season for the sweet potato category.

Bako Sweet has partnered with Southern California Sprouts Farmers Markets to pilot a merchandising competition themed around grilling and is hosting a “Sweetest Giveaway” on social media, according to a news release.

“There is a massive opportunity to leverage sweet potatoes during the summer months when consumers are seeking grilling inspiration,” Prescott Leyba, director of sales for Bako Sweet, said in the release. “We are working diligently to help retailers lift sales and take advantage of the fact that shoppers want sweet potatoes all year and not just during the fall and winter holiday months.”

Through the Sprouts Farmers Markets promotion, fans have the opportunity to win a year of free sweet potatoes and a Traeger Grill, according to the release. 

The brand also continues to partner with retailers by geotargeting social media and digital campaigns to help drive traffic into stores, the release said. Bako Sweet is also providing recipe content to shoppers, the release said, with a full list of recipes available on the company’s website.

“While most sweet potato brands ease back on marketing efforts during the summer months, it’s very important to us that we help our retail partners grow the category year-round,” Alexandra Rae Molumby, director of marketing for Bako Sweet, said in the release. “We want the produce department to be known as the ‘sweetest destination’ for shoppers, and having consistent and high-quality Bako Sweet products helps reinforce that message.” 

Sweet potato consumption has increased from 4.2 pounds in 2000 to more than 6 pounds in recent years.

Bako Sweet will announce the winners of its retail merchandising competition and social media giveaway later this year, according to the release.