North Carolina eyes sweet potato export growth in Europe

When it comes to US sweet potatoes, North Carolina wears the crown – and the state is targeting expansion in key European markets.

As well as satisfying the UK’s growing appetite for the orange superfood, the North Carolina Sweetpotato Commission (NCSPC) is now setting its sights on expanding further in markets such as France and Germany.

It comes as the commission hosted an exclusive press trip to North Carolina in early November, showcasing the latest innovations in sweet potato growing, breeding and exporting.

The sweet potato state

Founded in 1961, the NCSPC is a non-profit promotional body made up of over 400 sweet potato growers, along with the packers, processors and business associates that support them. 

North Carolina produces 75 per cent of America’s entire sweet potato crop as its hot, moist climate and rich, fertile soil are ideal for cultivating the vegetable. It has been the leading sweet potato-producing state in the US since 1971.

For example, in 2023, 50 out of 100 North Carolina counties accounted for more than 60 per cent of the total US sweet potato production.

That same year, North Carolina grew 72,000 acres of sweet potatoes, at an average of 20,000 (or roughly 65mn kg) per acre. This outstripped every other state in America.

Back in 2016, production was even higher. According to USDA statistics, North Carolina harvested nearly 95,000 acres of sweet potatoes, almost 30,000 more than California, Louisiana and Mississippi combined – also top-producing states in the US.

Export opportunities

The UK is the biggest importer of sweet potatoes from the US, with most of the crop coming from North Carolina. And the NCSPC is now ramping up production for the UK and other European markets for 2025.

The commission’s executive director Michelle Grainger said: “Following an extensive piece of research conducted by the commission last year, it was established that UK consumers most often eat sweet potatoes in the evening, with 65 per cent of heavy purchasers buying sweet potatoes at least once every two weeks.”

The research, conducted by its research partner Trkr, explored the size of the sweet potato market in the UK as well as other European markets such as France and Germany.

It detailed the needs and motivations of consumers to buy sweet potatoes, suggesting there is significant room to grow shopper numbers.

Grainger explained: “Health is the biggest incentive to purchase sweet potatoes in the UK, however we continue to work hard to educate consumers on the wonderful diversity of sweet potatoes and how they can be incorporated into pretty much any meal.

“There is still significant demand for sweet potatoes in the UK and it continues to be North Carolina’s biggest export market.”

The first North Carolina sweet potato was exported to the UK in 2007. Since then, the crop has been exported to over 34 countries worldwide.

When reaching Europe, the sweet potaotes are often in transit for around 14-18 days and are shipped from Wilmington, North Carolina.

The overall economic output of the North Carolina’s sweet potato farms is approximately $484mn (£381.4mn), which supports the equivalent of 3,157 full-time, year-round jobs.

Grainger commented: “The UK market was the first export market for North Carolina, with the state being the first to bring sweet potatoes to the UK.

“As its most mature international export market, the UK is one of the most important to North Carolina, and the state continues to work closely with researchers to establish new and exciting varieties that suit UK consumers.”

As North Carolina sweet potatoes continue their European adventure, it is clear they are more than just a side dish. And with innovative breeding programmes, strategic marketing, and the backing of an expansive grower community, the NCSPC is confident it can take European markets by storm.