Bako Sweet®’s Susan Noritake Shares Insights on Sweet Potato Pricing

SALINAS, CA - As the sweet potato category moves closer to the start of the 2026 crop harvest, suppliers are navigating a mix of supply variables, weather-driven quality challenges, and evolving retail specifications that can influence pricing and availability across the market.

While program commitments remain largely steady, non-programmed business can experience more volatility depending on regional conditions and buyer requirements. According to Susan Noritake, VP of Sales and Marketing at Bako Sweet®, most supply programs are currently positioned to carry retailers through the transition to the next harvest.

“Program commitments are in line to bridge to 2026 crop harvest with a few exceptions as we work proactively with our partners in those few foreseeable instances to switch into other viable solutions to ensure category continuity,” Noritake said.

However, several factors continue to influence market conditions as the category approaches the next crop cycle. Noritake noted that weather impacts and specification requirements can create pricing pressure and affect availability, particularly outside structured programs.

“From a supply perspective, regional quality concerns driven by weather, coupled with smattering of narrative economics and overly restrictive receiver specs can significantly impact price and availability, especially on non-programmed business as demand continues to increase across the category,” she explained.

Retail timing can also play a role in how successful promotions are within the category, depending on available supply and overall quality conditions.

“Timing can also have positive or negative impacts on promotion success, given relative supply and quality factors,” Noritake said.

Despite those variables, consumer demand for sweet potatoes remains strong, and in some cases is prompting adjustments to specifications in order to maintain a consistent supply through the remainder of the season.

“Strong consumer demand is forcing spec adjustments in some scenarios to effectively maintain consistent supply; this does not appear to be hampering category growth and comparative productivity heading into August and the start of 2026 crop harvest.”

Looking ahead, Noritake emphasized the importance of balancing stable programs with flexible merchandising options that can help retailers navigate shifting market conditions while maintaining category performance.

“We are excited to continue building productive and sustainable programs leading with our branded, value-added offerings,” she said, noting that these offerings are complemented by bulk options that can provide additional supply solutions.

“We complement these offerings with viable, albeit more volatile and lower retail margin, bulk options,” Noritake added. “We pride ourselves on having the right solutions, team, and expertise to guide our retail partners through the crop cycle proactively in ways that augment their sets with seamless execution and call to action for their shoppers to Sweeten Your Everyday®.”

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