BENSON, NC – Export sales of sweet potatoes continue to rise as the North Carolina Sweet Potato Commission (NCSPC) reports an increase in consumer consumption. The dollar value of shipments for this year is currently tracking at 30 percent ahead of last year’s record which surpassed the $100 million mark for the first time.
The NCSPC credits this boost in part to its recent investments in exporting to European markets. The commission stated that even though the sweet potato is not a part of the traditional European diet, there has been a 400 percent sales increase of the root vegetable since 2009, and a 30 percent increase since 2015 alone.
“Introducing sweet potatoes to Europe gave us an opportunity to build our story for this ‘exotic’ vegetable,” said Kelly McIver, Executive Director, in a recent press release. “We executed an integrated campaign that reached the trade, media, and consumers to make NC sweet potatoes part of their diet."
Partnering with the North Carolina Department of Agriculture and Consumer Services’ International Trade office, the NCSPC cultivated a series of educational and promotional campaigns to highlight the sweet flavor, versatility, and nutritional benefits of the sweet potato to Europeans.
The NCSPC said that through its campaigns, the U.K. market is learning how to prepare and enjoy sweet potoatoes, and integrated them into their regularly prepared and holiday meals.
The U.K. receives over half of its sweet potato exports from North Carolina, followed by shipments received from the Netherlands and Canada. Exporters from Belgium and Germany have also seen a rise in exports, with new markets emerging from Norway.
The NCSPC reported a 60 percent hike to 7.5 pounds in per capita sweet potato consumption in the U.S from 2009 to 2014. North Carolina currently leads this consumption hike where about half of all domestic sweet potatoes are growing, according to UDSA data.
As American produce continues to make a leap into European and overseas markets, stay with AndNowUKnow as we keep you updated.
