“Stock sweet potatoes year-round in a well-signed location so consumers can find them then communicate the powerhouse nutritional message and usage ideas that are seasonal, like snacking, grilling, etc.,” says Gina Nucci, director of healthy culinary innovation at Mann Packing, Salinas, CA. To entice consumers to keep buying sweet potatoes during this long “off” season, informational signage can help. “Sweet potatoes are getting a little more exposure than we had in the past.” Retailers have done a good job the last four or five years with bigger displays,” says Garcia Farms’ Mesa. Consumers are aware of the nutritional value of sweet potatoes. Retailers who maintain their displays are being rewarded with increased sales.“It’s become almost a staple item for most of the country. “There is a peak at the holidays, but there’s steady demand the rest of the time,” says Matt Garber, partner at Garber Farms, Iota, LA. Shippers report that demand goes down a little, but they no longer see a drastic decline after Thanksgiving and Christmas. “The opportunities for sweet potato sales have increased every year, and too many people cut down their displays after the holidays. “They don’t need to hide them, that’s for sure,” says George Wooten, president of Wayne E. The simplest way to keep sweet potatoes moving is to keep a prominent display after the holidays. “It’s going to be real tight in July and August, but I’m going to make sure my best customers get theirs,” says Jimmy Burch Sr., partner at Burch Farms, Faison, NC. It is advisable to get on a shipper’s best customer list as soon as possible. ‘Interesting’ is not a word that retailers want to hear when it comes to the supply and price of an item as important as sweet potatoes. “This year is going to be especially interesting for many suppliers as a gap is expected during the summer months. “By strategic pricing, and consistent business, we are able to sell our sweet potatoes year round,” says Hannah Hughes, marketing manager at Market Fresh Produce, Nixa, MO. However, the California supply, in the middle of the summer, figures to be too little and too late to make up for the predicted national sweet potato shortage. There have been weather issues elsewhere, and we’re dealing with drought in California.” I think that’s going to be true for the whole country. “We start harvesting in late July, but we may try to start in mid July this year,” says Frank Mesa, sales manager at Garcia Farms Produce, Livingston, CA. There’s a possibility some growers or packing facilities will run short before the next harvest - so, order in advance.”Ĭalifornia shippers hope to pick up some of the slack with an earlier harvest this year. The yields were down this year we’re about 30 percent short compared to last year. “We pack out of inventory from our September to December harvest. “The supply is short, so the market is active,” says Steve Ceccarelli, president of Farm Fresh Produce, Faison, NC. The time to order for the middle of summer is today, if not sooner, because sweet potatoes will be scarce prior to the fall harvest. The continuing sales growth in sweet potatoes offers myriad retail opportunities, and here are 12 ways to sweeten sales and help ensure against lost opportunities. Wada Farms is the exclusive supplier of sweet potatoes, potatoes and onions for Dole Fresh Vegetables.
Today you can find fresh sweet potatoes displayed year-around, and you can also find frozen sweet potato fries, sweet potato chips, sweet potato bread, and so on.”
If you went into the center of the store, you’d find a section of canned sweet potatoes. “Ten years ago, you’d find fresh sweet potatoes in the store at Thanksgiving and Easter. “More consumers are trying sweet potatoes, and the sales are proving it.” “That’s exciting,” says Jeff Scramlin, director of business development for sweet potatoes at Wada Farms Marketing Group, Idaho Falls, ID.
Last year, 2013, the sweet potato category grew 11 percent in dollars and more than 7 percent in volume, according to FreshLook Marketing Group, a data anaylsis company using scanner-based information to provide sales statistics of perishable products, headquartered in Hoffman Estates, IL. The result is that sweet potatoes are on the rise, as sales increase at a pace that is unusual for a mature produce item. Producers, meanwhile, are creating all-new products to make this classic favorite the convenient choice. More consumers view sweet potatoes as a nutritious and versatile staple to be enjoyed year-round, and not just for the holidays anymore. Research Perspective/Comments and Analysis.
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