With sales of sweet potatoes increasing by 14 per cent last year in the States, according to the US Potato Council, North Carolina's Scott Farms is at the forefront of the vegetable's rise to prominence.

Formed by farmer Linwood 'Sonny' Scott Jr back in the 1980s, the family business has gone on to sell sweet potatoes all around the world and Stan Smith, CEO of the producer's international arm, Scott Farms International, says that the US market is continuing to embrace its products, citing strong sales growth in the Midwest as a positive trend over the past year.

'This year, two of the biggest trends we have witnessed are the proliferation of smaller pack sizes using smaller sweet potatoes and the introduction of the purple skin and purple flesh variety, which is popular due to its antioxidant properties,' says Smith.

But where can sweet potato production go from here? Into the family freezer, according to Smith, who says the next big thing in the US is the introduction of frozen sweet potato fries to mainstream retailers. And while Smith admits that sweet potato production in Europe isn't quite matching the same level of success as the States, he believes last year's well-publicised weather issues across Europe, and the poor weather's impact on potato yields, have driven more customers towards sweet potatoes. 'The damage of ware potato crops over the past year may be an added advantage, driving more consumers towards purchasing the sweet potato than previously.'

Michelle Obama's Let's Move health campaign is reportedly getting more and more children eating fruit and vegetables, and Smith believes sweet potatoes offer more health benefits than traditional spuds.

He explains: 'The shortage of ware potatoes may also help in the promotion of sweet potatoes, as the product contains fewer carbohydrates compared with ware potatoes and is high in vitamin A, vitamin C and beta carotene, and so is an extremely healthy alternative and the preferred choice for health-conscious consumers.'

This year, Scott Farms International will launch several new recipes by celebrity chef Felice Tocchini as part of its award-winning Love Sweet Potatoes campaign, and Smith says he hopes the recipes can help to make consumers use sweet potatoes in more diverse ways.

'As we are able to supply sweet potatoes 52 weeks of the year, we would love to see the humble vegetable take pride of place on the nation's plates for roast dinners and as a snack, as sweet potatoes can be eaten raw so are great for snacking on,' adds Smith.

The company will use February's Fruit Logistica in Berlin as a platform to reveal 'exciting' new lines, and to network with potential suppliers. Smith concludes: 'We have increased the stand size by one third in order to demonstrate new varieties such as the purple sweet potato and also our now fully registered organic product.

'At Fruit Logistica we will also be showcasing the Scott Farms sweet potato own-brand sweet potato chips [crisps], which will be launched in 2013, and will hopefully help towards another positive year for the business both sides of the Atlantic.'