Bako Sweet poised for stellar season

Tim Linden

July 17, 2024

Though California experienced significant rainfall during the spring growing season, the sweet potato crop was not adversely impacted, with Bakersfield, CA-based Country Sweet Produce expecting a very good summer crop for its well-known Bako Sweet brand.

bako “We remain on schedule with our seasonal plantings,” said Director of Sales Susan Noritake. “We’re optimistic about a robust crop to support our ambitious growth in the sweet potato category, as more consumers discover the versatility of Bako Sweet sweet potatoes. Our volume continues to rise in line with our expanding program and growing shopper demand.”

Country Sweet Produce is deeply rooted in California’s Kern County, where it grows, packs and ships sweet potatoes year-round under its brand. “To meet increasing demand, we sometimes supplement outside of this growing region or expand our local plantings,” she said. “This commitment ensures we consistently provide high-quality sweet potatoes.”

Speaking specifically of the 2024 crop, Noritake said volume will increase this summer and fall, with promotable volumes for its summer campaigns. “Beyond grilling, we’re gearing up for back to school, Labor Day, and the holiday season, including Thanksgiving and the December holidays,” she said, noting that the company has expanded into the foodservice sector, anticipating exciting chef-driven innovations that will resonate with consumers.

“Historically, Bako Sweet has focused on retail growth, but we now see significant opportunities in foodservice to influence consumer eating habits and complement our retail business,” she said. “We’re eager to expand in this area and collaborate with chefs and foodservice partners.”

At the International Fresh Produce Association Foodservice Conference, Noritake said the focus will be on understanding the unique needs of foodservice companies to forge mutually beneficial partnerships. “Sweet potatoes are exceptionally versatile in foodservice, and we’re eager to collaborate on innovative solutions,” she said. “Success for us means making quality connections and advancing collaborative ideas beyond the show floor.”

She added that on the show floor at the trade shows Bako Sweet attends, the company hosts grilling giveaways and experiential activations to engage its partners in the same way it connects with consumers.

On the retail front, Country Sweet has seen great success emphasizing the heart healthy attributes of sweet potatoes and promoting new usage ideas through its grilling campaigns. “We work closely with retailers on a recommended promotional schedule, planned in advance to maintain consistent consumer engagement without oversaturation,” Noritake said. “Retailers are particularly enthusiastic about our heart healthy promotion in February, bolstered by the American Heart Association check on our packaging and our attention-grabbing merchandising display bins.”

The Bako Sweet executive noted that currently the company is working on new packaging and design innovations. “These efforts aim to create a cohesive brand image, making Bako Sweet easily recognizable in stores and online,” she said. “We have exciting new concepts on the horizon that we look forward to sharing soon.”

Noritake added that the sweet potato category is doing very well with increased sales, especially around value-added offerings. “Consumer demand for sweet potatoes continues to grow, particularly for convenience items. Products like our microwavable steamer bags, Single Sweets, tray packs, and 3-pound mesh bags are seeing significant growth,” she said. “We’re also exploring ways to introduce more consumers to the diverse flavors and cultural significance of different sweet potato varieties.”

Bako Sweet is also a leading organic grower with the capacity to expand further. As inflation stabilizes, the company believes the organic category will grow and it has the organic land to sustain that. “We see an increasing number of lower-income consumers entering the organic market, indicating that organic sweet potatoes will continue to rise in demand across all demographics,” she said.

In measuring the success of the promotional efforts, Noritake reported in late June that its Instagram engagements have surged by 80 percent in the last 90 days, thanks to content highlighting its products and showcasing both simple and innovative ways to enjoy sweet potatoes. “The positive response shows that our efforts to make sweet potatoes fun and accessible are resonating,” she said.

Noritake added that Bako Sweet’s value proposition centers on convenience and value-add products that connect with consumers. “As the grower, packer, shipper and marketer, we offer a direct partnership with our partners. We also align our planning with our customers’ goals to create mutually beneficial programs because our efforts ultimately focus on growing the category as a whole.”

Tim Linden

About Tim Linden |

Tim Linden grew up in a produce family as both his father and grandfather spent their business careers on the wholesale terminal markets in San Francisco and Los Angeles.

Tim graduated from San Diego State University in 1974 with a degree in journalism. Shortly thereafter he began his career at The Packer where he stayed for eight years, leaving in 1983 to join Western Growers as editor of its monthly magazine. In 1986, Tim launched Champ Publishing as an agricultural publishing specialty company.

Today he is a contract publisher for several trade associations and writes extensively on all aspects of the produce business. He began writing for The Produce News in 1997, and currently wears the title of Editor at Large.

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