BAKERSFIELD, CA - There’s just something about sweet potatoes that goes hand in hand with the holiday season. Whether it be a savory entree or a sweet dessert, the versatility of the category lends it to a host of recipes, and that is just what Country Sweet Produce is brandishing to boost its Bako Sweet® brand this season. As the supplier debuts new tools to drive demand, I spoke with Alexandra “Rae” Molumby, Marketing Manager, to discuss the company’s holiday strategies.
“Sweet potatoes are a versatile veggie that shoppers can cook breakfast, lunch, and dinner with, and our new steam bag sweet potatoes make them even easier to prepare,” Rae tells me. “It’s a busy time of year, and shoppers are looking for convenient and healthy items this season. Our new steam bag allows them to cook a healthy meal in just six minutes, and retailers can use in-store ads to promote the convenience and quality packed inside each one.”
To inspire consumers to craft appetizing holiday meals with its easy-to-cook, value-added sweet potato offerings, Country Sweet Produce has also rolled out a new holiday recipe e-book that demonstrates a multitude of dishes to make with Bako Sweet sweet potatoes. While my eye may be on the Rosemary Garlic Butter Mashed Sweet Potatoes, shoppers will be drawn in by other options such as Maple Sweet Potato Pancakes or the Garlic and Herb Hasselback Sweet Potatoes. The e-book also contains cooking and storage tips to educate consumers on the beloved category, and retailers can harness it as a merchandising tool by linking it through a QR code.
“We are encouraging sweet potato consumption this season with our holiday e-book, which gives shoppers inspiration to try sweet potatoes in different dishes this holiday season. The recipes use our Bako Sweet steam bag products in the ingredients list, driving trials with shoppers,” Rae adds. “This year, we worked with influencers to create a library of recipes to inspire shoppers with new opportunities to use sweet potatoes, since seventy-nine percent of consumers say that user-generated content influences their purchase decisions. These recipes drive brand awareness by showing shoppers that the category can be used in many ways.”
Further drawing attention to the successful brand, the company has also launched a holiday giveaway, allowing shoppers to sign up for an email newsletter to receive recipe ideas, sweet potato facts, and more and gain the chance to win a year of free Bako Sweet sweet potatoes and a host of other prizes.
“Bako Sweet is at the forefront of evolving a category with the product we grow best,” Rae notes. “We offer unique merchandising solutions that will help make your sweet potatoes section a destination for shoppers. This year alone, we’ve had a total of 15,354 consumers enter our giveaway promotions.”
The supplier is also hosting additional giveaways on its social media channels, where it has seen impressive consumer engagement.
With an armory of unique merchandising tools, the Bako Sweet brand is a sure-fire way to ensure sweet potato sales this holiday season.
