The sweet potato category has been one of the success stories of the fresh produce sector in recent years, with consumers becoming increasingly aware of the benefits of the products and seeing them as an alternative to French fries both when eating out and at home.
In the US, producers have seized on the opportunities by increasing their plantings and seeking out a more hungry export market. Figures from the US Department of Agriculture’s Foreign Agricultural Service show that exports of sweet potatoes from the North American country have gone through the roof in the past decade, increasing from just 6,300 tonnes in 2003 to 43,000 tonnes in 2011.
Taking the lion’s share of that at 31,200 tonnes last year is the UK, where both retailers and foodservice operators have become convinced of having the versatile products in their portfolios. That trend has been extended across Europe, with imports through Rotterdam rising an impressive 155 per cent last year to nearly 9,400 tonnes.
And producers believe there is plenty more scope to take advantage of the recent sales momentum, which has been driven both by individual companies and state and industry bodies promoting the interests of the sector.
North Carolina-based Vick Family Farms is a significant producer, supplying the UK market through Tesco, and with a plan to increase its crop further in future. Produce sales manager Charlotte Ferrell says the company has seen strong growth over the last seven years, with particular increases in the international market. “People are starting to see it as a healthy vegetable, particularly in foodservice,” she explains. “It’s being offered more on menus, and there are lots of sweet potato lines coming to market.”
Currently only 20 per cent of the company’s output is going into foodservice, but Ferrell says it is aiming to do more in that area as consumers look for healthier alternatives when they eat out. “People are understanding the health message now,” she adds. “The North Carolina Sweet Potato Commission has been doing some great work in promoting the category and helping people understand it’s not just a holiday vegetable and can be enjoyed year round.”
Vick Family Farms is currently working on developing mesh bags, which are becoming popular with customers, and there are plans to put a bagger on site.
They are by no means the only ones with big plans for investment. Scott Farms International, the UK-based marketing arm of US sweet potato producer-exporter Scott Farms, has pledged long-term commitment as it continues its plans to revolutionise the sweet potato industry, starting with the UK market.
After laying the foundations last year with the launch of its first major marketing campaign, Love Sweet Potatoes, the company is continuing to break new ground in educating consumers about a vegetable that is often misunderstood. With a raft of creative recipes, lucrative supply deals and profile-raising media activities set to roll out over the coming months, Scott Farms International is getting serious about driving the sweet potato category to new heights.
“Growing the market is where we’re at now,” Stan Smith, chief executive of Scott Farms International, explains. “All of the education needs to happen at a consumer level but we also need the focus of the trade to turn to sweet potatoes. It’s a big commitment. We have to continue to push the boundaries and innovate to stay one step ahead of the rest.”
To that end, Smith says Scott Farms is repeating its Love Sweet Potatoes drive for the year ahead with the continued support of celebrity chef Felice Tocchini. “We will be adding recipes from other chefs, in addition to Felice’s sweet potato ice cream and sorbet recipes that were launched for late summer 2012,” Smith explains. “We also have a new sweet potato recipe which has not been done before and quite possibly that will be launched at Fruit Logistica 2013. It’s in the final stage of development and it’s going to be something different and spectacular.”
In addition to those meal ideas, Scott Farms is planning to unveil a menu of sweet potato recipes not previously used by the firm as part of a new agreement to supply a major UK foodservice company.
In a similar move, Scott Farms International has struck a deal with Glennans - the largest manufacturer of hand-made vegetable crisps in the UK and Europe, and now part of the Tyrrells crisp group - to launch Scott Farms-branded sweet potato crisps, to be marketed as chips in the UK.
“Chips are what crisps are called in the US so it links back to the origins of the company,” points out Smith. “There are only one or two suppliers in the industry and none in the sweet potato sector who propagate their seeds to produce a product which is processed for the retail market. Scott Farms is also a fourth-generation sweet potato farmer, which is unique, and we want the public to relate to that fact.”
Sweet potato jam, meanwhile, will be the next retail product to appear from Scott Farms following a tremendous response at Fruit Logistica 2012.
Scott Farms is also planning to roll out five liveried trucks to transport some of its product around the UK and Europe, where each year the group supplies around 20,000 tonnes of sweet potatoes from North Carolina.
“It’s all about raising awareness and it shows we’re serious,” points out Smith, adding that the firm ultimately wants sweet potatoes to become synonymous with Scott Farms and vice versa. With just 45 per cent of UK shoppers purchasing sweet potatoes, and regular buyers largely unaware of what you can do with them, Smith admits that it remains a challenge to get consumers to understand that sweet potatoes are not only healthy but easy to use and good value for money.
With so much going on it seems success is certain to continue. -
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