BAKERSFIELD, CA - Summer may be a historically quiet season for the sweet potato category, but this year it won’t be if Bako Sweet® has anything to say about it. The supplier is utilizing several different tactics to promote sweet potatoes this season, all of which are sure to up basket share as the temperatures rise.
“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. “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.”
As we reported earlier this month, Bako Sweet is piloting a merchandising competition in partnership with Sprouts Farmers Markets stores in Southern California. The supplier is also hosting a “Sweetest Giveaway” on social media, in which consumers can win a year of free sweet potatoes and a Traeger Grill.
Bako Sweet continues to partner with retailers by geo-targeting social media and digital campaigns to help drive traffic into stores, according to a press release. Recipe content is also available to shoppers on the company’s website. A Statista report states that sweet potato consumption has increased 50 percent since 2000, and part of this growth can be attributed to the category’s many health benefits.
“There is a massive opportunity to leverage sweet potatoes during the summer months when consumers are seeking grilling inspiration,” added Prescott Leyba, Director of Sales. “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.”
Bako Sweet will announce the winners of its retail merchandising competition and social media giveaway later this summer. The brand will also be transplanting organic and value-added sweet potatoes for harvest, with updates to be posted on Instagram.
As things continue to heat up in and out of the produce department, AndNowUKnow will be here reporting on the latest.
