“2023 and 2024 have proven to be challenging years for agriculture in North Carolina that have forced sweetpotato growers to make hard decisions to stabilize our industry,” said Michelle Grainger, executive director of the North Carolina Sweetpotato Commission. “It isn’t any one factor causing these changes, or even market demand, as much a change in global markets and unpredictable weather events. But like every farmer, optimism remains, and our industry is making forward looking investments in consumer research and retail programing to drive sales.”
The NCSC recently completed a nine-month sales development program that culminated in the successful conclusion of three retail pilot programs that tested a variety of marketing strategies to promote sweetpotatoes outside of traditional seasonal holiday windows. The programs included digital promotions, nutrition programming, produce manager education and in-store POS that resulted in double digit sales movement for the participating retailers. The NCSC and industry members were elated with the outcome proving the potential to unlock new sales year-round.
“While our supply may be reduced, our promotional efforts will not slow down," said Rob Hill, president of the NCSC board of directors and co-owner of Tull Hill Farms. "We are proud of the high-quality sweetpotatoes we produce and stand behind the quality of our products and production practices that have made us the industry leader.
“I believe these investments in retail programs and forward-looking marketing are proof that the NCSC and NC sweetpotato growers stand ready to build a more sustainable industry and support continued education and consumption efforts that will help us develop better relationships and continued transparency in our supply chain so everyone can win,” said Hill.
Regardless of acreage changes, plans continue to educate consumers on the value of sweetpotatoes as a nutritionally dense superfood with excellent shelf life and culinary versatility through its Any Reason, Any Season marketing campaigns.
The NC sweetpotato industry recognized that it is inevitable that volume will be impacted with the current yield decreases and buyers should work with their grower-shippers on a regular basis to evaluate seasonal changes and volume against demand. Buyers should also work with the NCSC to establish promotional programs that support strong sales and pricing programs that drive consumer value and retail margin.
