“We’ve focused on local and regionally grown organic produce since our founding in 2004,” Bayor said, adding that over the past three years they have tripled output. “We offer both wholesale and local programs. Our wholesale program includes up to 60 items throughout the season, grown primarily from our own farmers and a few trusted partners. Our local program supports independent stores, restaurants, home delivery services and box programs, offering nearly 500 items tailored to those customers.”
He noted that the commitment to local and regionally grown products is at the heart of what they do — and cannot be overstated. “We source 69 percent from North Carolina producers and 85 percent from East Coast producers,” Bayor said. “What truly sets us apart is our dedication to supporting our farmers and helping them succeed. We work hard to build strong, lasting partnerships that benefit both growers and customers.”
As such, Happy Dirt partners are constantly striving to find new crops to put in the ground to satisfy demand. “Many of our customers have said they want access to more specialty organic produce items like shishito peppers, mini sweet peppers, eggplant and tomatoes,” he said, noting that Happy Dirt now offers all four of those items in retail-ready clamshells.
Bayor continued: “We’re always looking for ways to strengthen our supply and trial new items. Specialty and heirloom varieties consistently perform well and help generate demand, but our priority is always ensuring that any new crop is viable and successful for our farmers.”
With a robust product line, the company has now put a strong emphasis on marketing to build brand awareness for Happy Dirt. “When I first joined the team, few people outside North Carolina had heard of us,” he said. “I saw us as a hidden gem and believed we needed to invest more in sharing our story. Our Marketing Manager Taylor Meadows has done an exceptional job leading that effort. Today, our core customers include a number of large retailers and food service partners along the East Coast.”
With demand for its brand growing, the Happy Dirt purchasing team is working closely with its farms on crop planning to identify and fill supply gaps. “With our consistent growth over the past six years, we’ve been able to add acreage and increase production across several categories,” Bayor said. “For example, one of our organic blueberry farm-partners in eastern North Carolina added 65 acres of organic blueberries in 2025, a 63 percent increase from 2024. Our organic sweet potato farm partners also continue to see steady year-over-year growth even though the general sweet potato acreage in North Carolina has decreased.”
Bayor noted that the Organic Produce Summit is an excellent venue to connect with its customers, engage with other growers and participate in the educational sessions. “It’s one of the best organic-focused events in the industry, and we always leave with valuable insights, new connections, and fresh opportunities,” he said.
Bayor noted that Happy Dirt is bullish on its future as well as that of the organic sector in general. “Even after several years of strong growth, we feel like we’re just getting started,” he said. “We remain optimistic about the continued expansion of the organic category and are excited to keep building stronger, more connected local and regional food systems on the East Coast to serve even more customers in the future.”
