2023 Assessment Newsletter

Promotions and Marketing

Ten years after the formation of the NC Sweetpotato Commission, North Carolina was ranked—and remains ranked—as the

Since 1961, the NCSPC has cultivated a reputation of a source that is not only credible, but one that is continually at the forefront as a leader for consumer information. Always at the center of the Commission’s messaging, you will find recognition of the producers themselves. Conversations around sustainability and environmental responsibility are becoming increasingly more significant. Weaving these messages into our marketing efforts will help to further set the NC sweetpotato apart and help influence the purchasing behavior of today’s consumers. We live in a digital world and relationships with partners who accurately share the benefits of the NC sweetpotato (health, versatility, availability and affordability) help spread our message in ways that were not feasible in 1971- let alone, 1961, but are critical. By being ready to adapt to consumer trends, we find ourselves marketing in ways that our most important audiences find compelling. Our marketing efforts do not look like they did in 1971. However, the reach we have now—both domestically and internationally, expands product awareness by utilizing a variety of tools to reach a variety of consumer groups including wholesalers, retailers and importers. The Promotions Committee meets regularly and is tightly engaged with our PR agencies in the US and Europe and considers utilizing all tools that will help garner optimal exposure and expand consumer awareness; big ideas, small ideas, and everything in between. After you’ve had a chance to read these next few pages, we welcome an opportunity to meet and discuss any questions, observations, and/or recommendations that you might have. number one sweetpotato producing state in the U.S. Over the past 62 years, marketing and promotional efforts have had to adapt to the way consumers not only learn about where their food comes from, but who influences purchasing decisions.

Brenda Oglesby, NCSPC Promotions Committee Chair

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