Sweet potato sales set for summer growth

As outdoor adventure, swimming, road trips and grilling take center stage for shoppers this month, Bako Sweet is ramping up merchandising efforts amidst a historically quiet season for the sweet potato category.

Bako Sweet has partnered with Southern California Sprouts Farmers Markets to pilot a merchandising competition themed around grilling and is hosting a “Sweetest Giveaway” on social media. There, fans have the opportunity to win a year of free sweet potatoes and a Traeger Grill, all in an effort to inspire shoppers to take sweet potatoes to the grill with them for a little extra sweetness and nutrition this summer.

The brand also continues to partner with retailers by geo-targeting social media and digital campaigns to help drive traffic into stores. Bako Sweet is also providing recipe content to shoppers to show how easy and delicious grilling sweet potatoes can be. A full list of recipes can be found on the company’s website, including Grilled Sweet Potato Kabobs, Grilled Sweet Potato Toast, and Grilled Chicken and Sweet Potato Foil Packets.

“While most sweet potato brands ease back on marketing efforts during the summer months, it’s very important to us that we help our retail partners grow the category year-round,” said Alexandra Rae Molumby, director of marketing for Bako Sweet. “We want the produce department to be known as the ‘sweetest destination’ for shoppers, and having consistent and high quality Bako Sweet products helps reinforce that message.”

“There is a massive opportunity to leverage sweet potatoes during the summer months when consumers are seeking grilling inspiration,” said Prescott Leyba, director of sales for Bako Sweet. “We are working diligently to help retailers lift sales and take advantage of the fact that shoppers want sweet potatoes all year and not just during the fall and winter holiday months.”

Sweet potatoes have become more popular in the U.S. in recent years with consumption increasing 50 percent since 2000 — from 4.2 pounds to 6.3 pounds per capita — according to Statista. Since sweet potatoes boast of increased beta carotene levels compared to other vegetables and are a great source of fiber, potassiumand vitamins A and C, they lend themselves well as a healthy side dish all year long.

As for later this summer, Bako Sweet will announce the winners of its retail merchandising competition and social media giveaway. The brand will also be transplanting organic and value-added sweet potatoes for harvest, so be sure to follow along for harvest updates on Instagram.