Nash Produce in Nashville, NC, is quickly becoming a familiar name throughout the produce industry. Already well-known in sweet potato circles, the Nash approach to marketing and brand-building has kept company members traveling, spreading the word about its 7,500-acres of NC sweet potato production.

Nash Produce in Nashville, NC, has more than 30 growers producing sweet potatoes throughout Eastern Carolina. (Photo courtesy of Nash Produce)Unfortunately, circumstances will prevent Nash from being represented at the Southeast Produce Council Fall Conference this year. “We are firm believers in the importance of being members of different produce councils and associations. The Southeast Produce Council really provides a very concentrated and intimate setting to meet and learn from industry partners,” said Director of Marketing Laura Kornegay. “At the end of the day, the members of these types of organizations are all working for the same goal — to have a good-quality product, qualified vendors and to make a profit. When you bring together people from across the industry to learn and network with one another, it really helps to accomplish these goals and needs.”

But the Nash team does not just show up for tradeshows — it is actively involved in the representing organizations, like SPC.

“We also like to give back by participating on several committees for the organizations we belong to as well as attending events,” Kornegay said. “We’re well-represented by groups like SPC and want to be as involved as possible at every level.”

Nash has a network of farmers spread across a 120-mile radius in eastern North Carolina. That guarantees consistency of supply and quality and also insulates the company against Mother Nature’s whims. That is even more important with a booming category like sweet potatoes.

“It really is a super food — the best combination of a healthy and delicious product. It makes marketing such an enjoyable job for us,” Kornegay said. Consumption at home and in restaurants “has consistently been on the rise over the last several years. Sweet potato fries certainly play a big role in that. If you look at the frozen potato section in the grocery store now, you see all types of sweet potato products including fries, tater tots, hash and chunks. But a baked sweet potato is a great trend for any restaurant as an additional side item. It provides an alternative to a baked potato — it’s a healthier choice, and provides a great profit margin as it is seen as a premium/specialty product.”

Despite being unable to attend the upcoming SPC show, fall marks the beginning of a busy travel schedule for the Nash team, but they do not mind hitting the road.

“We find tradeshows the best place for us to see our current customers and to get in front of new ones,” Kornegay said. “This is a fast-paced, busy industry that does not provide much opportunity to get everyone out of the office. Each show offers a different value proposition for us and we find the benefit in all of them. Being at these industry events is not optional from our marketing perspective.”