2024 - Your Commission at Work

Recipe development This year, we made huge headways in expanding not just the number of recipes in our arsenal, but also widening the range in types of recipes. We worked with recipe developers and influencers who created delicious, culturally diverse recipes along with beautiful, eye-catching photography.

Our research has shown us that the reach of sweetpotatoes is global, and consumers are looking for recipes that highlight not just the familiar flavors of home but also the flavors of places not so close to home. To ensure consumer adoption, we developed many simple and nutritious recipes at the same time.

Social Media Influencers Creating a strong influencer program was a key strategy to ensure we reached a wide audience. Over 49% of all consumers make purchases through influencer posts. The goal was to target mothers, families, Millennials and Gen-Z who drive purchasing. A mix of long-term partnerships and one-off deals were established to test new types of content to encourage at-home cooking.

Year-Long Partnerships One key strategy was establishing long-term partnerships with creators on the rise. From working with registered dietitians to everyday influencers, our goal has been to provide fun and delectable recipe content from certified experts.

Ayat Sleymann ( @MomNutritionist ): As a mother, dietitian, and advocate for healthy eating, Ayat prides herself on providing great meal and snack options for people to enjoy. Sweetpotatoes are a fun and vibrant superfood (that happened to already be a staple in her diet). This partnership was unique as she combined recipe development with nutrition facts to invest in educating her audience. Videos she developed included Sweetpotato Fries, Creamy Chocolate Smoothie, Sweetpotato Chocolate Mousse, Chocolate Ice Cream, and Sweetpotato Popsicles. The content amassed 2,627,531 total reactions.

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