COCHISE, AZ - In a recent exclusive interview, Plant Grow Harvest’s David Yeager took a moment to highlight the many advantages sparked by the company’s Digs lineup. Now, the Digs portfolio is expanding even further with the addition of Sweet Digs.
Back with more exclusive insights, the grower’s Chief Sales Officer offered a closer look at this exciting launch.
What are some of the key highlights of Sweet Digs?
“Sweet Digs expands the Digs portfolio into sweet potatoes with two distinct varieties: Orange and Murasaki. Orange is available in conventional, while Murasaki is available in both conventional and organic.
Orange offers the familiar flavor, color, and versatility consumers already know and love, while Murasaki brings a premium, differentiated option to the lineup. Murasaki is a Japanese sweet potato with purple skin, creamy white flesh and a naturally sweet, slightly nutty flavor.
Together, the two varieties give consumers more choice within the sweet potato category, combining a familiar favorite with a distinctive variety that offers a different flavor and eating experience. It’s an exciting extension of the Digs portfolio and another opportunity for us to bring fresh energy to the category and reduce label pollution for the consumer.”
What current trends and consumer demands does this lineup cater to? What advantages does it create for retailers?
“Consumers continue to look for foods that deliver flavor, versatility, and nutrition while still fitting easily into everyday meals. Sweet potatoes naturally align with those needs, and Sweet Digs gives shoppers two distinct varieties to choose from.
Sweet Digs also extends the Digs brand across another part of the potato category, creating a cohesive portfolio that can help build recognition at shelf while giving retailers more ways to engage shoppers.”
How can retailers make the most of this new lineup?
“Sweet potatoes are incredibly versatile, which creates opportunities to merchandise them around the way consumers already cook and shop. They can be paired with proteins and vegetables for weeknight meals, seasonings and sauces for roasting or air frying, or incorporated into seasonal and entertaining displays.
Orange and Murasaki also create a strong story when merchandised together. The contrast between the two varieties adds visual interest to the set while giving shoppers an easy choice between a classic favorite and a premium variety with a distinctive flavor and appearance. Murasaki in particular gives retailers an opportunity to bring something different to the sweet potato set. Its purple skin, creamy white interior and unique flavor give it a natural point of differentiation that can stand out at shelf and inspire trial.”
How does this portfolio expansion reflect PGH’s commitment to innovation in the potato category?
“Sweet Digs is a great example of the consumer-first approach to innovation we’ve been building across the Digs portfolio. We’re looking at the category beyond the traditional definitions of potato innovation and considering how variety, flavor, packaging, merchandising, and branding can work together to create more interest for consumers and more opportunity for our customers.
Because of our expertise across seed, growing, operations, sales, and marketing, we can look at these opportunities holistically and develop programs around both the product itself and how it ultimately shows up for the consumer.”
As demonstrated by its latest launch, PGH continues to build on its potato expertise with new varieties, formats, and experiences that give consumers more reasons to engage with the category.
IFPA Global Produce & Floral Show attendees can see and taste the lineup for themselves at booth #325. Don’t miss out on Sweet Digs while you’re in Orlando!
Companies in this Story
Plant Grow Harvest
We help our farmers plant, grow, and harvest their crop. A successful potato crop starts with getting the right variety,…
