From North Carolina to Your Plate: The Sweet Potato’s European Conquest
North Carolina, known for its stunning coastlines and burgeoning tech scene, has another claim to fame: it’s the reigning sweet potato capital of the United States. Now, this southern staple is setting its sights on Europe, aiming to capture the taste buds of a continent increasingly embracing the versatility and nutritional bounty of the vibrant orange vegetable.
The Sweet Sensation
The North Carolina Sweet Potato Commission (NCSPC) has a simple goal: to spread the sweet potato gospel far and wide. And their efforts are expected to ramp up further in 2025, with a strong focus on key European markets such as the UK, France and Germany.
“Following an extensive research project completed last year, we discovered Christheading that UK customers predominantly consume sweet potatoes in the evenings, with a whopping 65% of regular buyers grabbing them at least twice monthly,” explained Michelle Grainger, the NCSPC’s executive director, highlighting the strategic targeting of European markets.
Further research by the NCSPC, conducted in partnership with specialist market research company Trkr, revealed strong growth potential. While “health” was cited as the main driver for sweet potato purchases in the UK, the NCSPC is actively working to educate consumers on the vast culinary possibilities offered by this nutritional powerhouse. Sweet potatoes, according to the NCSPC, are no longer simply a side dish but a versatile ingredient suitable for practically any meal.
A Sweet Legacy
North Carolina’s sweet potato dominance isn’t a fluke. Its hot, humid climate and remarkably fertile soil create the perfect conditions for cultivating these root vegetables. Established in 1961, the NCSPC, which boasts over 400 growers, along with packers, processors, and industry partners, has played a vital role in cementing the state’s reputation as the sweet potato king.
In 2023, North Carolina growers produced an astounding 72,000 acres of sweet potatoes, demonstrating its enduring dominance. In fact, North Carolina accounts for a staggering 75% of the state’s sweet potato production, a testament to its ideal growing conditions and dedicated growers.
ed graphically.
Beyond the quantity, North Carolina produces high-quality sweet potatoes. The UK has been the primary destination for North Carolina’s international exports since the first shipment in 2007. Since then, North Carolina sweet potatoes have embarked on a global journey, reaching over 34 countries.
The success story doesn’t end there. In 2016, North Carolina farmers achieved record-breaking production, harvesting nearly 95,000 acres in a single season – almost 30,000 acres more than the combined exports of California, Louisiana and Mississippi, which were at that time the other major sweet potato producers.
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The UK has embraced North Carolina sweet potatoes, eager for this healthy, versatile ingredient. The commission continues to foster close relationships with researchers in a bid to cultivate new and exciting varieties specifically tailored to UK tastes. The economic impact of these sweet potato exports is also noteworthy, generating approximately $484 million (£381.4 million). This thriving industry supports around 3,157 full-time jobs, forming a vital part of the North Carolina economy.
“The UK is a truly special market for us as it was the first international market for North Carolina sweet potatoes. As our most established international market, the UK continues to be vital to our work, symbolized by our dedication to developing new varieties that meet UK consumer preferences,” Grainger emphasizes.
The European Expansion
With a robust grower network and a deep understanding of the European market, the NCSPC plans to ramp up its inclusion in European grocery stores. Logistics are explicitly considered, as destination markets such as the UK often receive North Carolina sweet potatoes after a 14 to 18-day journey.
The future looks bright for North Carolina sweet potatoes in Europe.
With innovative breeding programs, carefully crafted marketing strategies, and a dedicated team fostering strong relationships with both consumers and growers. The North Carolina sweet potato shows no signs of slowing down. It’s clear that this humble root vegetable, long a staple of southern cuisine is prepared to conquer Europe, one delicious bite at a time.
What factors are driving the increased popularity of sweet potatoes in Europe?
## The Sweet Potato’s European Invasion
**Host:** Welcome back to the show! Today, we’re digging into a story with global flavor – the rise of the sweet potato in Europe, and the starring role being played by North Carolina growers. Joining us is Michelle Grainger, Executive Director of the North Carolina Sweet Potato Commission.
Michelle, thanks so much for being here.
**Michelle Grainger:** It’s great to be here!
**Host:** So, tell us, why is North Carolina the “sweet potato capital” of the US, and how did this Southern staple end up conquering European dinner plates?
**Michelle Grainger:** Well, North Carolina’s climate is just perfect for growing sweet potatoes. The hot, humid summers and fertile soil create ideal conditions. We’ve been at it for a long time, and the North Carolina Sweet Potato Commission, established in 1961, has dedicated itself to promoting and supporting our growers, packers, and processors. We’ve been seeing a growing global appetite for sweet potatoes, and [1](https://www.cbi.eu/market-information/fresh-fruit-vegetables/sweet-potatoes-0/market-potential) that the European market hasn’t reached its potential yet.
**Host:** That’s interesting! Your research painted a fascinating picture of European sweet potato consumption.
**Michelle Grainger:** Absolutely! We found that UK consumers, in particular, are big fans, with 65% of regular buyers reaching for sweet potatoes at least twice a month, mostly in the evenings.
**Host:** That’s impressive. What do you think is fueling this trend?
**Michelle Grainger:** It’s a combination of factors. Sweet potatoes are undeniably healthy, and Europeans are increasingly health-conscious. But we’re also showing them just how versatile they are. They’re not just a side dish anymore – they can be incorporated into soups, stews, desserts, even smoothies! We want people to see them as a truly exciting ingredient.
**Host:** What’s next for North Carolina sweet potatoes in Europe?
**Michelle Grainger:** 2025 is going to be a big year. We’re ramping up our efforts in key markets like the UK, France, and Germany, working closely with retailers and chefs to showcase the delicious possibilities of North Carolina sweet potatoes.
**Host:** Sounds delicious, Michelle! Thanks so much for sharing your insights.
**Michelle Grainger:** My pleasure!
**Host:** And to our viewers, keep an eye out for those vibrant orange treasures in your supermarkets. They might just become your new favorite ingredient!
