Nearly everyone today has gotten the message about the nutritional benefits, high flavor and value of sweet potatoes. And that message has caused a major increase in consumption every year for over the past five years.

George Wooten, president of Wayne E. Bailey, a leading producer of sweet potatoes in Chadburn, NC, told The Produce News that it’s sometimes difficult to meet the swelling demand.

“I recall telling someone a decade ago that North Carolina’s sweet pot acreage would triple in the next 10 years,” said Wooten. “In fact, it has doubled, and it’s well on its way to the triple-digit mark. A lot of this increased demand is coming from export sales and industrial processed uses.”

He noted that even though the 2014-15 stored crop is in good condition with ample high-quality sweet potatoes to last until the 2015-16 cured crop begins shipping in early November, prices at retail are as high as $1.29.

“This is because demand is so high,” explained Wooten. “We typically think that increased volume drives prices lower, but as long as the demand is high prices will stay strong.”

Sweet potato use in all segments of the foodservice level is also at an all-time high. Wooten said that restaurants normally want a specific size whole potato that fits their client profile.

“Take for example a mid-level buffet,” Wooten noted. “Regardless of the size, diners will take just one sweet potato. It is beneficial for the restaurant to have a slightly smaller size in this case. Steak houses typically want large sizes, and they also want consistency.”

The demand for fresh cut sweet potatoes on the foodservice level is also up, especially for sliced, diced, slabs and fries. Wayne E. Bailey works with a processor to fulfill its foodservice demand.

But he feels that there is one sweet potato category that the foodservice industry is still missing out on.

“We are doing a huge business with sweet potato fingerlings at retail today,” said Wooten. “In fact, we’re in the middle of our most successful year with the item so far. We’ve been working on this item for a decade or so, and we have it down to a perfect science. And we’ve configured our packs to accommodate the foodservice industry. A 40-pound box of fingerlings has about 300 pieces in it. That’s good for a bulk retail display, but it’s too much for a restaurant. We now offer smaller boxes, including 10- and 20-pounds, which are more suitable. We want to drive home the great benefits to foodservice operators about the uniqueness and excitement that fingerlings on a plate can provide.”

Wooten, along with Ronnie Mercer and Tim Nealey, sales representatives for the company, will be promoting fingerlings at its booth at the PMA Foodservice Convention & Expo in July.

He also announced a new staff member. Vince Ferrante was recently hired as the company’s new chief operating officer. Ferrante has over 20 years of experience in farming and with major companies including Dole Food Co. and John Deere.

“Vince joined us in mid-May,” said Wooten. “He sold his home in California, moved to North Carolina and purchased a home here, all in four weeks. We look forward to what we know he’ll bring to the Wayne E. Bailey table.”