Benson, North Carolina – New research shows strong growth in awareness and purchases of U.S. sweet potatoes in Europe thanks to promotional efforts spearheaded by the American Sweet Potato Marketing Institute (ASPMI) in this growing market.
After organizing a media tour which yielded extensive media attention on this “superfood” and holding tastings and product demonstrations at several consumer events throughout the target region, consumers are showing overwhelming interest in U.S. sweet potatoes.
A survey of European consumers shows a sharp increase in awareness and purchases of U.S. sweet potatoes as a result of ASPMI’s promotional campaign. Those that purchase sweet potatoes multiple times per week increased by 183% and the number of respondents who specifically buy U.S. sweet potatoes jumped 150%. The survey of over 1,000 respondents measured changes in awareness and purchasing patterns from a benchmark established the previous year.
Small, family-owned sweet potato producers report considerable increase in demand in the export markets ASPMI is targeting. Exports to Europe jumped 35% in 2015 to reach an all-time record $92 million. Global exports also reached an all-time record of $138 million in 2015.
ASPMI was formed in 2013 to promote the unique attributes of U.S. sweet potatoes abroad, leveraging USDA Foreign Agricultural Service (FAS)-administered programs. These cost-share programs allow the association to reach markets that were untapped until recently.
Source: American Sweet Potato Marketing Institute (ASPMI)
