2024 - Your Commission at Work

Trade and Retailer Engagements

TRKR RESEARCH AND RETAILER PACK Liquid commissioned research with food and drink insights company, TRKR, surveying the current sweetpotato market in France, the UK, and Germany, to grow sales at the core. It explored the size of the market, the needs and motivations of consumers to buy sweetpotatoes, and the needs and challenges of key stakeholders within the supply chain, as well as their opportunities. Using a blend of market data and bespoke consumer insight, this research formed a basis for the commission’s marketing activity moving forward and helped considerably with our engagement with the likes of Tesco and Barfoot, and with the trade and consumer media across all markets. This data has since helped form our retailer pack, which we plan to utilize this coming fiscal year in meetings with retailers, buyers, suppliers, and the media. The pack includes information on what the Commission is, its history, a detailed look into why retailers should stock North Carolina sweetpotatoes, and the TRKR insights. The TRKR research also secured coverage in key trade titles across all territories, including The Grocer, Agromundi, and Fruchtportal – reaching a total of 558,230 retailers, wholesalers, suppliers, growers, manufacturers, and food processors. EMBASSY MEETINGS For all territories, the Liquid team has attended several meetings, virtually and in-person with the respective US Embassy locations. Through these conversations, they were able to further promote the Commission, and discuss the different upcoming activations and events in which we can look to be involved. Fostering this relationship is extremely important, helping to cement ourselves as market leaders in the UK, let alone other markets, with consumers, retailers, and key stakeholders. Future opportunities in Berlin include activities that tie into the Carolina Panthers coming to Munich for the NFL, Sial 2024 partnership opportunities including live demonstrations, Sirha 2025 plans with US cooperators including food diplomacy dinner, culinary school partnerships, and 4th July 2025 celebrations.

Two additional activities took place in Germany to highlight North Carolina Sweetpotatoes during fiscal year 23-24.

Beer, Bourbon, and BBQ Festiva l sponsorship. As part of the sponsorship package, the Commission partnered with Chris Haskins, owner of Humble Pie Berlin, a southern comfort food street kitchen serving up both sweet and savory treats. Specializing in fried chicken dishes, Chris curated a bespoke menu starring North Carolina sweetpotatoes AND was the only vendor to sell out of food at the festival!

Berlin Beer Week Press Event As part of the press event for the festival and Berlin Beer Week., North Carolina sweetpotatoes and Humble Pie were back in the spotlight as the only food offering, complementing the range of US craft beers and beer cocktails that were on offer for attendees. Guests at the event also received branded merchandise in their gift bags in the form of Dirt Candy caps and can koozies, as well as leaflets on the Commission. 33