Between 2009 and 2014, per capita sweet potato consumption grew 60 percent in the United States to 7.5 pounds, according to U.S. Department of Agriculture data.
North Carolina easily leads sweet potato shipments, where about half of all domestic sweet potatoes are grown.
Sweet potato popularity has taken off with a 400 percent increase in sales since 2009 and a 30 percent increase in 2015 alone. Already this year the dollar value of shipments is tracking 30 percent ahead of 2015’s record year, which exceeded $100 million for the first time. The United Kingdom receives over half of all exports from North Carolina, followed by the Netherlands and Canada. Belgium and Germany have seen big bumps in recent years and new markets like Norway are taking off. The Tar Heel State has also been investing to develop export markets, particularly in Europe, where sweet potatoes are not a traditional part of the diet.
North Carolina sweet potatoes are an unfamiliar food for many Europeans, but their sweet flavor, healthy profile and versatility are quickly winning over new consumers. The North Carolina Sweet Potato Commission has partnered with the North Carolina Department of Agriculture and Consumer Services’ International Trade Office to run education and promotion campaigns to introduce sweet potatoes to Europeans and show how to prepare and enjoy them. Current NCSPC Executive Director Kelly McIver came from NDACS’ marketing division and managed those programs.
“Introducing sweet potatoes to Europe gave us an opportunity to build our story for this ‘exotic’ vegetable,” McIver said in a press release. “We executed an integrated campaign that reached the trade, media and consumers to make N.C. sweet potatoes part of their diet.”
Europeans have adopted sweet potatoes in meal preparation throughout the year. While popular for holiday tables, sweet potatoes are also being grilled or added to salads in the summer, while being roasted or added to soups and stews in colder months. Their extensive nutrition benefits, delicious taste, and versatility are making sweet potatoes a regular part of meals at home and in restaurants.
Sweet potato shipments from the Benson, NC area to Miami, FL – grossing about $2000;$1500 to Philadelphia; and $1000 to Atlanta.