Category Leadership Awards: Sweet Potatoes

The global sweet potato market is valued at more than $53 billion, according to online media sources. The US remains the top sweet potato exporter globally.

Charlotte Vick, Co-owner of Vick Family Farms, commented on the category’s growth. “The entire category has performed overwhelmingly great. Value items have definitely seen much growth too, which include the microwave bakers and the steamable petite bags. We feel steady growth has been driven largely by influencers helping to promote and educate consumers on healthier habits and the role the sweet potato can play in a healthy diet.”

With 51 years of experience, Vick Family Farms delivers superior customer service and quality. “The moment you pull into our farm, you will notice the cleanliness and organization in all that we do here. We feel the first impression can be a lasting impression, and we carry this over into our sweet potato operation as well. Our brands—Carolina Gold, Pure Gold and Grande Gold—all have our reputation riding in the box as well, and that we do not take lightly. Our customers know that when they purchase our brands, we’re committed to providing quality you can trust,” Vick explained. 

Bako Sweet leads in innovation that is meaningful for retailers and consumers. “Our most loved consumer item has been our four-count tray,” reported Susan Noritake, VP of Sales and Marketing. “I believe the attraction is four perfectly sized sweet potatoes that make a spectacular plate presentation while keeping portion sizes the same. It also displays well, helping shoppers find the product easily.”

She continued, “Bako Sweet has a consumer-first approach with special attention on shopper needs and behavior. Our product line is specially curated to meet the needs of busy people who value healthy options without giving up flavor.”

The company wants to show how to incorporate sweet potatoes into people’s everyday lives. Noritake noted, “It doesn’t have to be a holiday casserole. There are many ways they work, including a fun addition to oatmeal or on the other end a sweet potato tater tot. We need to focus on attracting younger shoppers to the category, including Millennials and Gen Z.” 

One of Nash Produce’s best-selling categories has been its value-added sweet potato products. “We’ve seen strong growth across our Mr. Yam lineup, including individually wrapped microwaveable sweet potatoes, steamable bag options, tray packs, and consumer-friendly mesh bags,” shared Robin Narron, Marketing Director & Sales Support at Nash Produce.

Nash Produce’s dependability stands out. “While we continue to provide premium conventional and organic sweet potatoes year-round, we’ve expanded our product portfolio with value-added offerings and specialty varieties like our Mr. Yam Murasaki Sweet Potato line. We also continue to invest in advanced grading and packing technology to deliver greater consistency, improved quality control, and enhanced traceability,” reported Narron.