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sweet potatoes merchandising review New Sweet Spot For Retailers
Increased consumer aware- ness drives demand for these nutritionally packed potatoes.
IBY CHRIS AUMAN
n recent memory, the sweet potato was associated primarily with festive holiday spreads and less as an ev- eryday staple. But this super tuber is making a comeback, thanks to three
main factors that are driving demand.
1. HIGH HEALTH PROFILE
e secret is out about sweet potatoes. ey really pack a punch, nutritionally speaking. “I think you’re seeing the consumption increase because of new information and education that’s coming out,” says Je omas, director of marketing for Scott Farms, in Lucama, NC. “ at’s something we’ve seen in the past few years, the increase throughout what would be considered slower periods. ose are becoming more steady now.” e spikes in demand during the holiday season are still there, of course, but the lows during slower periods have been reduced thanks to consumer awareness about the nutritional value of sweet potatoes.
Sweet potatoes are a great s source of ber and a good source of vitamins and minerals, including iron, calcium, selenium, potassium and vitamins A, B and C. ey’re also high in beta-carotene,anantioxidantthatgivesorange fruits and vegetables their vibrant colors.
Charlotte Vick, partner, sales and marketing for Vick Family Farms, based in Wilson, NC, gets excited when she talks about the health bene ts of sweet potatoes. “Sweet potatoes are a superfood,” says Vick. “ ey are the most versatile and healthy vege-
table available.” Vick notes sales continue to rise along with awareness of the veggie’s healthful aspects. “In today’s world, more people are becoming more conscious of what they eat, and we as an industry are lucky to have all of these bene ts on our side.”
Trey Boyette, sales manager and partner at Southeast SMP Marketing, Vardaman, MS, sees the trend toward healthy choices, as well. “Most retailers I deal with are promoting that in a big way. ey’re bringing a lot of awareness to how sweet potatoes are one of the superfoods with signage in store, but primarily online with websites and social media,” says Boyette.
In addition to health, sweet potatoes haveplentyofplateappealtoo.Accordingto George Wooten, president of the Wayne E. Bailey Produce Co. in Chadbourn, NC, sweet potatoes just look good. is fact has contrib- uted to the vegetable’s surging popularity in foodservice, as well. “ e avor and the color — that orange up against asparagus or broc- coli — makes a plate look good.”
2. CONVENIENCE PACKAGING
Convenience is a big sales booster across every aisle of the supermarket, but for produce, it combines well with the health appeal. According to Tami Long, director of marketing and business development for Nash Produce in Nashville, NC, “People want to eat better, so they are searching for healthier options. Sweet potatoes are cheap and easy. Eight minutes in the microwave, and you have a meal. With consumers’ extremely busy schedules, people need meal options that are quick to prepare.”
Kristi Hocutt, sales manager for Triple J Produce in Sims, NC, sees the value of o ering convenientchoices,aswell.“Wearedabblingin some di erent varieties to o er our customers some options. Packaging-wise we stick to bulk, microwaves and bags,” says Hocutt. “We also o er conventional and organic which helps our [retialers] supply their customers’ options.”
Microwavable bags and steamer pouches help consumers achieve the quick cooking
n HURRICANE LOSSES LIKELY TO BE EXTENSIVE FOR INDUSTRY
Sweet potatoes are expected to take a big loss from Hurricane Florence, which flooded fields and caused exten- sive damage to North Carolina’s agriculture in mid-Septem- ber. Damage estimates for sweet potatoes are $180 million, based on how much of the crop was left in the field, says Andrea Ashby, director of public affairs for the North Car- olina Department of Agriculture and Consumer Services.
In early October, the agency was assessing farm damage and expects that to continue for some time. “Widespread flooding has made it difficult to get to some areas, which
has delayed efforts to get into fields,” says Ashby. “We may find that some areas fared better than expected and won’t know the real impact on yield and quality until harvest time.”
The 35 most affected counties, east of Interstate 95, represent the state’s primary sweet potato production region. The losses are expected to be significant because the storm hit during harvest timeforsomanyofthestate’smajorcrops.AgricultureCommis- sioner Steve Troxler says Florence caused devastating damage and leveled a staggering blow to the state’s agriculture industry.
— Doug Ohlemeier
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