Twenty years after Stokes Purple sweetpotatoes were first developed, they've taken the market by storm to become the most widely distributed U.S.-grown purple sweetpotato.
Livingston, Calif.-based A.V. Thomas Produce acquired the patented variety from a North Carolina grower around 2005.
Stokes Purple sweetpotatoes, which got their name from Stokes County, N.C., where they were first grown, weren't the first purple sweetpotatoes A.V. Thomas tried, says Jeremy Fookes, sales director.
“It was the first purple-flesh potato that had a deep dark purple pigment that actually tasted good,” he says.
Purple pigment in sweetpotatoes has a natural bitterness to its flavor profile, Fookes says.
“Stokes Purple sweetpotatoes have that special balance of pigment to wow and appear very dark, while the sweetness is high enough to balance out the bitterness of the purple color,” he explains. “We felt that was extremely special and knew it would be something that could find a place within foodservice and retail channels.”
A.V. Thomas approached Frieda's LLC, now based in Anaheim, Calif., in 2012 to market and distribute the product.
“Frieda's was enthusiastic when we introduced Stokes Purples to them,” Fookes says. “It was an item that matched their signature purple color, and the president at the time simply said, ‘I want them all.'
“Frieda's showed that they had the expertise and experience in getting new specialty produce items the proper attention they need to nurture them into a larger production item,” he adds.
Growing Stokes Purple sweetpotatoes can be a challenge, Fookes says. They typically produce smaller yields than other varieties, take longer to mature and don't always grow as uniform in shape, and that can make harvesting and packing more difficult. But they have a unique flavor that is a natural product of California's Central Valley.
“The region's ideal conditions — including warm, sunny days, cool nights and soft, sandy soils — allow the crop to thrive and develop excellent internal quality,” he says. “In addition, our harvest and packing practices help ensure a cleaner appearance and consistently higher Brix levels, resulting in a sweeter, better-eating product across all varieties, including Stokes Purples.”
Consumers are drawn to Stokes Purple sweetpotatoes for several reasons.
“Their vibrant purple color stands out and remains rich even after cooking, making them visually appealing on the plate,” Fookes says. “They offer a more balanced flavor than traditional orange sweetpotatoes, with a mild sweetness and slightly nutty profile that isn't overly sugary.”
Their firmer, denser texture also holds up well in applications like roasting, fries and salads, he says. And many consumers appreciate their perceived health benefits, since the purple color is linked to antioxidants along with fiber and vitamin C.
September to April is peak season for Stokes Purple sweetpotatoes, but A.V. Thomas has increased its planting this season with the goal of extending availability further into the storage season, Fookes says.
Besides the Stokes Purple variety, A.V. Thomas grows Ben Yagi purple sweetpotatoes as well as Murasaki, a purple-skinned Japanese type that some consider a purple sweetpotato, and about a dozen more traditional sweetpotato varieties.
Purple Potato Partnership
Grower A.V. Thomas Produce and marketer Frieda's LLC have proven to be a perfect match when it comes to fostering the growth of the Stokes Purple sweetpotato brand.
“When A.V. Thomas approached us to be the exclusive marketer and distributor of the Stokes Purple sweetpotato variety, they initially thought the purple connection between the bright purple flesh of the product and Frieda's success with purple produce and our purple branding would be the ideal story to tell,” says Alex Jackson, Frieda's vice president of sales and marketing.
“Once we tasted the product, saw the growing operations of A.V. Thomas and learned more about the nutritional value of the product, it became so much more than that,” she says.
Frieda's knew the product would be a winner based on the food value potential it had for all stakeholders in the supply chain, Jackson says.
“We are thrilled with the results of this program over the last 14 years,” she adds, based on the strong breeding at North Carolina State University, the best-practice growing and seed production by A.V. Thomas and Frieda's strength in storytelling, building consumer demand and strong retail partnerships.
“We have seen an almost 12% increase in volume sales and over a 20% increase in unit velocity from 2023 to 2025, demonstrating the increased demand from consumers in purple sweetpotatoes,” Jackson says.
Frieda's has continued to commit to and grow the Stokes Purple program based on the internal and external quality of the product as well as the eating experience.
“In the sweetpotato world, it's hard to develop a purple variety that has it all, and Stokes Purple checks all of the boxes,” she says. “It's the bestselling and best-tasting variety in the U.S. and has more anthocyanins than blueberries.”
Frieda's has developed the market in the U.S. with national and regional retailers and continues to develop programs that will bring purple-flesh, purple-skin sweetpotatoes to consumers all over the U.S., Jackson says.
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