The fall and winter holidays are still the most popular occasions for sweetpotatoes, but sales continue to build throughout the year as more consumers discover their flavor, nutrition value and versatility, grower-shippers say.
“Demand increases significantly as consumers prepare for holiday meals, with Thanksgiving and Christmas being the peak movement periods for the category,” says Robin Narron, marketing director for Nash Produce, Nashville, N.C.
However, sales tend to be steadier, though slightly lower, during the spring and summer months, she says.
“We’ve also seen retailers successfully promote sweet potatoes in the spring and summer through grilling recipes, lighter meal options and health-focused merchandising, which helps maintain strong movement outside of the traditional holiday window,” Narron says.
January and February sweetpotato sales have been good this year for Vick Family Farms, says Charlotte Vick, a partner in the company.
“I feel it is a combination of excellent quality, good partnerships, increased influencer relationships, consumer awareness of the benefits of sweetpotatoes included in their diet and excellent marketing efforts from the North Carolina Sweetpotato Commission,” she says.
January also was particularly strong after the holiday sales period this year for Matthews Ridgeview Farms, Wynne, Ark., says Jaylie Lourens, who handles sales and marketing.
Those strong sales carried well into February, she adds.
“Summer sales used to be slower, but we have seen steady growth each year and demand during the warmer months continues to trend upward,” Lourens says.
Sweetpotato sales are no longer seasonal, agrees Jeremy Fookes, director of sales for A.V. Thomas Produce, Livingston, Calif.
“Year-round business has been a trend that has continued,” he says.
Fookes says sweetpotatoes have “solidified their spot” in the produce department as consumers’ knowledge of the category has expanded to a large extent through social media posts, government promotional support and more healthful options from restaurants.
