Last month the North Carolina Sweetpotato Commission (NCSC) hosted a tour where creators, trade media, and journalists learned all about how sweet potatoes are grown, packed, and shipped.
The four-day farm tour included visits to local restaurants, research stations, farming operations, and a sweet potato varietal tasting. This left participants with a better understanding of what makes sweet potatoes, particularly the North Carolina native Covington variety, so special.
Michelle Grainger.
Since 1961, the commission has worked to create marketing strategies that benefit the U.S. market. And as emerging markets in Europe, France, and the UK grow, additional attention and funds are allocated there. A little over 40 percent of the state's sweet potato production is exported, with the majority going to the UK and Europe, and along with further enhancing existing markets, expanding into new markets is of importance.
"We have worked with allied industry partners to expand the category and spread the message that NC sweet potatoes add the perfect touch to making a well-balanced meal," said Michelle Grainger, executive director of the NCSC. "To reach new audiences, this harvest tour presented a great opportunity to brag about our humble root vegetable and discuss how it has not only been a major contributor to the state's number one industry of agriculture, it has also allowed our state's producers to create an international following."
Domestically, five creators joined with backgrounds in recipe development, dietetics, and nutrition education. Participants had niche focus areas including infant feeding, baby health, mental health awareness, food struggles, sports nutrition, and more. All content focused on educating consumers on sweet potatoes and the steps it takes for products to get from the field to retail stores and ultimately to the plate.
A look at the tour.
Internationally, four individuals participated with backgrounds in food media, fresh produce, and blogging/lifestyle content. These writers will soon release articles documenting the sweet potato's journey and the many hands involved in the field, storage, and warehouses.
The commission wrapped up this journey as it hosted the 5th annual NC Sweetpotato FarmHER luncheon partnering with the Pretty In Pink Foundation. Women across the industry, along with tour participants joined to raise money to support the medical expenses of North Carolina residents who are uninsured or underinsured in their fight against breast cancer. The money raised this year will be sent to breast cancer patients in Western North Carolina who were impacted by Hurricane Helene.
"We are thrilled with the success and all the hands and hearts that were involved in making the tour possible," said Grainger. "From the participation of NC State University, to local restaurants, many of our sweet potato producers, packers, and other supporting business sectors, the community truly came together to easily demonstrate why our state vegetable is great for any reason, any season."
For more information:
North Carolina Sweetpotato Commission
Tel: +1 (919) 894-1067
www.ncsweetpotatoes.com