“We always look for opportunities to start planting early, when possible,” she said. “With inventories running shorter this year, we were fortunate to begin in the second week of May and finished planting by the last week of June. Typically, planting runs from late May through early July.”

The company’s harvest usually lasts through the end of October, and this season’s cured sweet potatoes should begin shipping by the end of September, Lourens said. The transition is expected to be seamless.

“Our priority was making sure customers were taken care of and satisfied,” she said. “Careful planning allowed us to carry product through the season, and we’re grateful to still have supply on hand as we transition into new crop.”

Lourens said sweet potato demand remained high throughout the most recent season.

“While some adjustments were made, our focus was on supporting our customers’ needs as best we could and keeping up with the strong demand,” she said. “Our priority was making sure customers were taken care of and satisfied. Careful planning allowed us to carry product through the season, and we’re grateful to still have supply on hand as we transition into new crop.”

As the harvest wraps up and sweet potato shippers enter November, the seasonal spike for Thanksgiving demand begins.

“Demand for sweet potatoes has remained strong year-round, and we expect a very active holiday season with new crop products available,” Lourens said.

Demand is already heating up, with customers enthusiastic about the new crop and a growth in sales as fall approaches. Matthews Ridgeview Farms supplies retailers and foodservice operators throughout the United States and Canada.

The company’s products include individually wrapped microwaveable sweet potatoes, 3- and 5-pound bags and tray packs.

“We’ve seen continued interest in convenience-driven packaging alongside our traditional bulk offerings,” Lourens said.

Lourens, who is starting her first full season on the sales desk, is part of the fifth generation of family members at Matthews Ridgeview Farms, along with her sister, Taycie Matthews.

The two women are daughters of owners Terris and Kim Matthews, and a photo of them as young girls is featured on the company’s Fifth Generation branded box.

Lourens said they are carrying on the family tradition. She said the company continues to invest in equipment and upgrades to remain efficient and are testing new varieties that show some promise.

Matthews Ridgeview Farms offers conventional and organic sweet potatoes, with a variety of packs available in the company’s labels: Fifth Generation, Hog Wild, Delta Blues and Premier Sweets.

“We continue to increase acreage each year to support customer growth while also preparing to serve new opportunities,” she said.