2025 - Your Commission at Work

NCSWEETPOTATOES.COM FISCAL YEAR 2024-2025 ACTIVITY REPORT

Special Issue: A Year In Review

WORK

YOUR COMMISSION AT

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TABLE OF CONTENT

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Letter from the Executive Director

Board of Directors

Committees

NCSC Assessment Policy

Sweetpotato Act - General Statute

2025 Acreage Total

State & Federal Lobbying Team

Promotions & Marketing

Research Committee

Finance

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YOUR COMMISSION AT WORK

Dear NC Sweetpotato Growers,

While we all love our humble root vegetable, I believe there are moments when humility should take a backseat—especially when it comes to celebrating just how exceptional the North Carolina sweetpotato is, and more importantly, how outstanding our growers and industry truly are. That’s why we’re excited to bring you the 5th edition of the North Carolina Sweetpotato Commission’s Assessment Magazine . What began as a celebration of the Commission’s 60th anniversary has now become a tradition—one we’re proud to continue and share with you, our growers. Within these pages, we hope you’ll find pride and excitement in the work completed over the last fiscal year—made possible through your acreage assessment fees. We've worked hard to leverage every dollar, while expanding our partnerships at the state, national, and international levels. Since our founding on June 30, 1961 , the mission of the Commission has remained unchanged: To increase the consumption of NC sweetpotatoes through education, promotional activities, research, and honorable horticultural practices . This clear mission guides every decision we make—from how we invest your dollars to how we measure return, not just financially, but in terms of awareness, impact, and growth. It’s no surprise, then, that a significant portion of our operating budget is dedicated to reaching consumers—the ultimate drivers of our industry's success. We’ve worked closely with both of our public relations agencies to promote North Carolina sweetpotatoes through targeted, data-driven campaigns. These efforts are focused on regions where our sweetpotatoes are most accessible, timed to seasonal trends, and aimed at key consumer demographics. As such, you’ll find many pages in this edition dedicated to both domestic and international marketing initiatives , with a dual focus directed towards trade and consumer engagement. A vital part of our success in maximizing your assessment dollars comes from our invaluable partnership with the NC Department of Agriculture and the NC General Assembly. Their combined support of $650,000 annually enables us to extend our reach and amplify our message—ensuring that North Carolina sweetpotatoes are recognized as the best and promoted year round. You and your families are the reason we exist . Your tireless dedication produces not just the best sweetpotatoes in the country, but arguably the best in the world.

FROM THE EXECUTIVE DIRECTOR

Michelle Grainger NCSC Executive Director

We would be remiss if we didn’t also recognize the tireless efforts of our Promotions Committee, chaired by Brenda Oglesby and comprised of 11

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operations. Meeting every three weeks, this group reviews proposals from our PR agencies and other organizations, making recommendations that go to our Board of Directors for final approval. Their commitment is extraordinary, and we’re deeply grateful for their time and insight. Research: A Constant Priority Research continues to be a top priority—not only because our mission calls for it, but because your production leadership demands it. The challenges facing our industry are many, and they continue to evolve. Whether it’s production, harvest, shipment, or emerging threats, the Commission is committed to supporting researchers and institutions that ensure we stay ahead. One major initiative is our continued fight against Guava Root Knot Nematode (GRKN) . Thanks to a $5 million investment from the NC General Assembly more than two years ago, we’ve been able to fund critical research benefiting not just sweetpotatoes, but agriculture across our state. We are fortunate to partner with NC State University and Cooperative Extension to drive innovation and progress. We encourage you to read the research section of this issue, attend field days and production meetings, and participate in ongoing projects that rely on grower involvement. If you have questions, please don’t hesitate to contact our office, members of the Research Committee, or Ann Gallagher , who now serves as our dedicated GRKN Research Project Manager . Ann is instrumental in ensuring that all GRKN research projects—those funded by the Commission and other commodity groups—are coordinated and maximized for collective benefit. Labor Advocacy: We Need Your Voice Finally, we ask for your support in one of the most critical areas facing our industry: labor . We recognize that this is your biggest expense, not to mention challenge and threat, and while we are doing everything we can to advocate on your behalf, we need your help to make sure our message is heard—and change is made. One way you can immediately assist is by completing the Sweetpotato Field Labor Wage Survey . This survey is vital to helping us collect the data needed to advocate effectively at the federal level. Unfortunately, we haven’t yet reached the threshold required for statistical validity to match Mississippi’s efforts—and until we do, our advocacy remains stalled. Please see page 13 for a QR code to complete the survey or contact our office to receive the link via email. Your participation is critical, and we thank you in advance for contributing to this essential effort. You and your families—and everyone you employ—are our “why.” Without you, there would be no Commission. On behalf of our office and everyone who supports our work, thank you for the sacrifices you make to produce one of the world’s most nutritious, affordable, and versatile superfoods.

It is our honor and privilege to represent and advocate on your behalf. We are proud to serve the sweetest industry of all.

With gratitude,

Michelle Grainger Executive Director North Carolina Sweetpotato Commission

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LEFT TO RIGHT: Front Row: Lyn Vick, Rob Hill, Sarah Carraway, Governor Josh Stein, Rob Glover, Kim LeQuire, Scott Sullivan. Back Row: CoCo Daughtry, Michael Wood, Cindy Vanderhoof, Thomas Joyner, Pepe Calderon. Not pictured: Brent Leggett, Richard Anderson, Annette Starling

2025 BOARD OF DIRECTORS

Rob Hill, President Tull Hill Farms

Kim LeQuire Kornegay Family Farms and Produce Rob Glover Rob Glover Farming, LLC

Brent Leggett, Vice President Leggett Farming Partnership Thomas Joyner, Sec./Treas. Nash Produce

Annette Starling Millstream Farms Richard Anderson Anderson Farms Jose (Pepe) Calderon FarmPak Lyn Vick Vick Family Farms

Sarah Carraway Lancaster Farms

Scott Sullivan Sullivan Farms Michael Wood J. Roland Wood Farms

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ASSESSMENT 101

NCSC ASSESSMENT POLICY Pursuant to a referendum held on January 21, 2016, which was approved by a 2/3 majority, the following ASSESSMENT POLICY, which has been set forth and approved by the Board of Directors of the North Carolina Sweetpotato Commission, Inc., is as follows: Producer: A producer is any individual, partnership, firm, or corporation that is an owner, producer, handler, storer, processor, manager, or has a financial interest in one or more acres of sweetpotatoes. Operator: An operator is any individual, partnership, firm, or corporation that is determined by the USDA Farm Service Agency as being in general control of the farming operation on the farm. DEFINITIONS:

The North Carolina Sweetpotato Commission shall send by mail to all known sweetpotato producers an Annual Assessment notice and a NCDA&CS form entitled Report of Commodity Assessment to be used by the producer to report the correct total acreage of sweetpotatoes planted (1.0 acres or more). Invoicing shall occur on or before October 15 annually. All assessments are due on November 15 of each year. The producer shall remit to the NCDA&CS the proper amount of assessments due (total number of planted acres @ the rate of $15.00 per acre) and the farm serial numbers and/or landlords using the NCDA&CS form. The check and form shall be mailed to: NCDA&CS Division of Marketing Attn: Commodity Assessments PO Box 27647 Raleigh, NC 27611 Any producer who fails to pay assessments by January 1 of each year shall also pay a penalty of ten percent (10%) of the unpaid assessment, plus interest at the rate of one percent (1%) of the unpaid assessment balance for each month the assessment remains unpaid. If an assessment remains unpaid 60 days after the due date of November 15, the North Carolina Sweetpotato Commission shall take any action deemed appropriate by the Board of Directors to recover unpaid assessments and penalties and the reasonable costs of such action, including attorney and court fees. There will be no refunds of assessments paid. No exemption of assessments due will be granted to any producer receiving loss payments from Noninsured Assistance Program (Farm Service Agency NAP) and/or sweet potato Disaster Relief Programs.

Duly Certified Agency: The North Carolina Sweetpotato Commission, Inc.

Unharvested Acres: Rows and plants are intact with no sweetpotato roots turned up.

POLICY: Sweetpotato producers shall certify all planted sweetpotato acres (seed, commercial, charitable, livestock/wildlife, or home usage) to the Farm Service Agency in the county in which the acreage is located. Unless stated to the contrary at the time of certification, the operator of a farm shall be considered as the producer. The final date for certification of sweetpotato acreage is July 15 of each year.

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CHAPTER 521 SENATE BILL 649

AN ACT CONCERNING SWEET POTATOES. The General Assembly of North Carolina enacts:

Sec. 2. Article 50 of Chapter 106 of the General Statutes is amended by adding a new section to read: "§ 106-564.4. Alternative method for collection of assessments relating to sweet potatoes. (a) In the event the producers of sweet potatoes approve an assessment pursuant to GS: 106-564, which assessment shall be paid by the producer based on the number of acres produced, the producer shall report the number of acres planted and shall remit the assessment due to the Commissioner of Agriculture. Sweet potato producers shall report acreage planted at a time and place determined by the duly certified agency representing the producers of sweet potatoes. (b) Assessments shall be due on September 1 of each year. Any producer who fails to pay assessments by September 30 of each year shall also pay a penalty of ten percent (10%) of the unpaid assessment, plus a penalty of one percent (1%) of the unpaid assessment for each month the assessment remains unpaid. The Commissioner of Agriculture shall remit all assessments received to the duly certified agency representing the producers of sweet potatoes. The duly certified agency representing the producers of sweet potatoes may conduct inspections and audits of sweet potato producers in order to verify the number of acres of sweet potatoes planted and may bring an action to recover unpaid assessments and penalties and the reasonable costs of such action, including attorneys' fees. (c) There shall be no refund of assessments collected pursuant to this section. (d) For the purposes of this section, `producer' shall be defined as a Grower of one acre or more of sweet potatoes."

Section 1. G.S. 106-550 reads as rewritten:

"§ 106-550. Policy as to promotion of use of, and markets for, farm products. It is declared to be in the interest of the public welfare that the North Carolina farmers who are producers of livestock, -poultry, field crops and other agricultural products, including cattle, sheep, broilers, turkeys, commercial eggs, peanuts, cotton, potatoes, sweet potatoes, peaches, apples, berries, vegetables and other fruits of all kinds, as well as bulbs and flowers and other agricultural products having a domestic or foreign market, shall be permitted and encouraged to act jointly and in cooperation with growers, handlers, dealers and processors of such products in promoting and stimulating, by advertising and other methods, the increased production, use and sale, domestic and foreign, of any and all of such agricultural commodities. The provisions of this Article, however, shall not include the agricultural products of tobacco, strawberries, strawberry plants, or porcine animals, with respect to which separate provisions have been made." NCSC ASSESSMENT POLICY EXCEPTIONS: A. Sweetpotato plant beds, if certified as “seed”. B. Unharvested acreage will be exempt from assessments if ALL the following criteria are met. 1. The county in which the acreage is located has been declared a disaster by the Farm Service Agency. 2. A Failed Acreage Report (FSA Form 576) is filed by the NAPS deadline or November 1, whichever comes first. 3. Submit verification of unharvested acreage to the North Carolina Sweetpotato Commission using the appropriate Farm Service Agency crop inspection forms with certification of the Farm Service Agency.

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Sweetpoato Acreage Map 90,147.91 acres 2025 USDA Certified

The 45 highlighted counties reported sweetpotato certification, per USDA Kansas City

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Strong Representation, Stronger Industry

North Carolina sweetpotatoes are represented at both the state and national levels thanks to the Commission’s partnerships with two advocacy teams. Connect C champions our growers in state government, while Jenkins Hill Consulting works on our behalf in Washington, D.C. These representatives make sure decision-makers have a clear understanding of the challenges and opportunities facing our farms. By sharing data and real stories from the field, our partners help lawmakers see the impact their choices have on growers and rural communities. We are fortunate to have such strong advocates working to keep sweetpotatoes—and the people who grow them—at the table for important conversations.

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AGvocacy News

Over the past year, the NC Sweetpotato Commission has been hard at work on several advocacy fronts. One of the most exciting developments was joining forces with the Georgia Fruit and Vegetable Growers Association to build a powerful six-state, 32-entity coalition. Together, we filed a Freedom of Information Act (FOIA) request with USDA on June 9—asking for more transparency in how the Adverse Effect Wage Rate (AEWR) for the H-2A program is determined and further explanation of Farm Labor Survey (FLS) usage. It took time to get here, but the effort has paid off. Not only do we have a strong filing in place, we also have an even stronger coalition standing together for agriculture.

READ THE PRESS RELEASE HERE

It’s working! Our collective voices are being heard!!

On August 29, 2025, the USDA filed a notice in the Federal Register of its intent to discontinue the Farm Labor Survey . This is a big win for producers who have felt the impact of spiraling labor rates, making U.S. employers non-competitive against foreign competition.

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MAD ABOUT H2A WAGE RATES? Help us help YOU!

9% 18% 16% 5.7% NC AEWR H2A WAGE COMPARED TO LA & MS 4-YEAR WGE INCREASE FOR NORTH CAROLINA 4-YEAR WGE INCREASE FOR MISSISSIPPI AVERAGE YEARLY NC AEWR H2A WAGE INCREASE

How Can You Help? Help us be prepared to

tackle issues such as this. Complete this SHORT and CONFIDENTIAL survey to better advocate on your behalf.

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YOUR PROMOTIONS COMMITTEE AT WORK

Promotions

North Carolina Sweetpotatoes: From Farm to Global Fame Versatile, nutritious, and delicious—NC sweetpotatoes are capturing kitchens and headlines worldwide. Through bold marketing, strategic media partnerships, and creative campaigns, the NC Sweetpotato Commission is turning challenges into opportunities, building demand, and making this American superfood a global superstar.

The North Carolina Sweetpotato Commission’s mission is simple—to become a global kitchen staple. Despite complex international markets and rising costs, we strive to turn challenges into opportunities, highlighting these special roots’ nutrition, versatility, and affordability. It’s been a busy year, and the response has been overwhelmingly positive. Through strategic campaigns led by FullTilt Marketing in the U.S. and We Are Liquid internationally, NC sweetpotatoes have taken center stage—from recipes and promotions to media features worldwide. Funded by both grower assessment dollars and a generous recurring NC General Assembly grant, these efforts are creating excitement, driving demand, and steadily putting North Carolina sweetpotatoes on the global map. We are grateful for these collaborations, which work to advance our mission to promote NC Agriculture and NC sweetpotatoes worldwide.

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YOUR PROMOTIONS COMMITTEE AT WORK

Domestic Marketing

Consumers are increasingly aware of the essential role farmers and frontline food workers play, while rising interest in sustainability and environmental responsibility opens a strategic opportunity for agriculture education. Partnering with our domestic marketing firm, FullTilt Marketing, we leverage a full spectrum of campaigns—from traditional to bold, disruptive ideas all to ignite engagement, spark conversations, and inspire shoppers to make North Carolina sweetpotatoes a regular part of their carts.

Recipe Development

This year, we expanded our recipe library with fresh creations from skilled developers and influencers, ranging from everyday favorites to globally inspired dishes. Paired with high-quality photography, the recipes are both practical and visually engaging for our website. With consumers seeking meals that reflect comfort, cultural experiences, and wellness, these recipes showcase sweetpotatoes as a versatile ingredient for every occasion. By blending approachable nutrition with global flavor, we’re keeping sweetpotatoes relevant, exciting, and appealing across diverse demographics and lifestyles.

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YOUR PROMOTIONS COMMITTEE AT WORK

PR Opportunities

This fiscal year, we strategically invested in PR opportunities to boost sweetpotatoes’ visibility through credible, third-party voices. By partnering with registered dietitians as media spokespeople, we gained access to trusted broadcast platforms and reinforced sweetpotatoes as a healthy, versatile ingredient. These collaborations not only expanded our geographic reach but also allowed us to deliver tailored messaging to both English- and Spanish-speaking audiences in our target markets.

Key Dietitian Partnerships: Annessa Chumbley

Annessa showcased sweetpotatoes on Palmetto Life in Charleston (late January) and Great Day Washington (week of February 20). Her approachable recipe demos highlighted simple, nutritious ways to enjoy sweetpotatoes and connected strongly with viewers, particularly as Palmetto Life is one of the region’s top lifestyle shows.

Gisela Bouvier

Gisela helped us reach Florida audiences in both English and Spanish. She appeared on ABC Tampa’s Morning Blend and WSFL Miami’s Inside South Florida , reaching over 1.4 million households and generating 50,000+ web impressions. These segments marked the first Spanish language sweetpotato promotions in the region, connecting authentically with Hispanic consumers.

Parker delivered segments across three influential markets, positioning sweetpotatoes as a go-to ingredient for seasonal cooking: ATL LIVE (Atlanta) on February 21 KC Spotlight (Kansas City) on February 27 WSMV Nashville on March 24 Parker Wallace (Parker’s Plate)

These consecutive placements not only expanded our geographic reach but also kept sweetpotatoes top of mind during a peak season for healthy eating content. Altogether, these PR efforts generated millions of impressions across broadcast, web, and social channels, significantly amplifying our messaging. Beyond the numbers, they reinforced consumer trust by associating sweetpotatoes with credentialed dietitians and lifestyle experts, while breaking new ground with Spanish-language promotions. This initiative played a key role in our National Sweetpotato Month 2024 celebration. (Mark your calendars, February 1- February 28, 2026, for National Sweetpotato Month-- more fun and unique ways to promote NC Sweetpotatoes to come.) Looking ahead, PR opportunities will continue to be a cornerstone of our communications strategy, leveraging media personalities and targeted market placements to keep sweetpotatoes visible, credible, and relevant throughout the year.

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YOUR PROMOTIONS COMMITTEE AT WORK

Videography

Social Media + Boosts

Recognizing the impact of short-form video in today’s digital world, we expanded our TikTok presence to engage Gen Z and Millennial audiences—groups that are highly responsive to recipe content. We produced quick, engaging recipe reels ranging from simple snacks to hearty main dishes, experimenting with storytelling styles from personality-driven clips to straightforward, easy-to-follow demonstrations. This video strategy serves multiple goals: introducing sweetpotatoes to new audiences in a fun, approachable way, showcasing their versatility across cuisines, and ensuring our content reaches consumers where they spend much of their time online. Recap “Sizzle Reels” captured the full scope of our year’s activities, both as promotional content and as a record of our marketing efforts. These videos help extend the Commission’s reach, build brand affinity, and inspire consumers to enjoy sweetpotatoes in everyday meals.

Social media influencers have become a key way consumers discover new products, with 82% of Gen Z trusting smaller influencers over celebrities. Over the past year, NCSC partnered with more than a dozen influencers, both in the U.S. and internationally, to raise awareness of sweetpotatoes, highlight their health benefits, and connect them to wellness and active lifestyles. Content ranged from recipe demonstrations showing influencers preparing healthy sweetpotato dishes, to farm visits, to educating children about where their food comes from. These efforts engaged both younger audiences and adults while reinforcing sweetpotatoes’ versatility and appeal across meals and occasions.

DIY Sweetpotato Waffle Bar

Stuffed Sweetpotato w/Meringue Sweetpotato in a sandwich

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YOUR PROMOTIONS COMMITTEE AT WORK

Social Influencers

Dawn Jackson Blatner (@DJBlatner): Author, Nutritionist, and Media Pro are just a few roles where this creator shines. Her infectious smile and vivacious personality have drawn in new users who have become interested in watching unusual ways to incorporate sweetpotatoes into meal planning. The collaboration has resulted in multiple recipes, including Sweetpotato Croutons, Sweetpotato Fudge Brownies, Sweetpotato Waffles, Sweetpotato Burrito Bowls, and a Spring Sweetpotato Snack Board. All video content amassed 28,012 total reactions. Mia Syn (@NutritionByMia , a National On-Air Food Expert and nutritionist, who reaches a broad millennial audience. In partnership with NCSC, she created five 5-ingredient recipes— Buffalo Chicken Stuffed Sweetpotatoes, High Protein Cottage Cheese Pasta, Loaded Smashed Sweetpotatoes, Tortilla Chicken Tacos, and Sweetpotato Pops—earning 452,057 reactions on Instagram and the NCSC website, and featured sweetpotato recipes on ABC for Valentine’s Day..

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 collaborations were established to test new types of content to encourage at-home cooking. 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): Ayat—a mother, dietitian, and healthy eating advocate— highlighted sweetpotatoes as both a staple and superfood. Blending recipes with nutrition tips, she created videos for Sweetpotato Fries, Creamy Chocolate Smoothie, Chocolate Mousse, Ice Cream, and Popsicles, generating a total of 2,627,531 reactions . Year-Long Partnerships

Do y o u follo w u s on ‌‌ social media ?‌

@ncsweetpotatoes

@ncsweetpotatoes

@ncsweetpotatoes

@ncsweetpotatoes

@ncsweetpotatoes

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YOUR PROMOTIONS COMMITTEE AT WORK

To expand our reach, we worked with several new creators that have created a diverse recipe selection tailored to our target markets. This strategy attracted additional users and showed off the versatile nature of sweetpotatoes.

Caroline Thomason (@Dietitiancaroline_), a registered dietitian and diabetes expert, created a Sweetpotato Burrito Bowl video ( 124 reactions ) and appeared on DC News NOW with a family-friendly sweetpotato recipe, reaching over 5 million potential viewers across DC, Virginia, and Maryland. Andrea Mathis (@BeautifulEats&Things): After overcoming her own struggles with food, Andrea became a Registered Dietitian to show that food can be nourishing, not the enemy. Her authenticity makes her a strong fit for NC Sweetpotatoes—her Sweetpotato Tortillas alone earned 21,137 reactions .

Nick Quintero (@mealpreponfleek), a longtime health enthusiast and meal prep advocate, has grown from sharing recipes for his own weight loss journey to inspiring millions with creative, health-focused dishes. For this partnership, he produced content including a Purple vs. Orange Sweetpotatoes graphic, Extra Crispy Hashbrowns, Viral Beef Bowl, and Taco Stuffed Sweetpotatoes—earning 128,175 reactions

Carla Contreras (@ChefCarlaContreras): Carla, a food stylist and content creator, partnered with NC Sweetpotatoes to showcase their versatility with two recipes—Sweetpotato Mango Margarita Mocktail and Vegan Date Dulce De Leche with Chia Pudding—earning 18,334 reactions. Krystal Dunham (@TheMotherRoadDietitian) – Krystal, a registered dietitian and nutritionist, supports BIPOC communities with content that promotes healthy eating and challenges diet culture. This year, she shared two sweetpotato posts—on stress-reducing benefits and Sweet & Spicy Air Fryer Bites—earning 165 reactions across her platforms.

Roxana Ehsani (@Roxana.Ehsani_Nutrition) , a Registered and Board-Certified Sports Dietitian, makes nutrition science simple and practical. For this collaboration, she created nine diverse recipes—from Sweetpotato Jewel Rice to Sweetpotato Crêpes—earning 9,638 reactions .

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YOUR PROMOTIONS COMMITTEE AT WORK

FarmWithZoe In winter, we partnered with Zoe Kent ( @FarmWithZoe ; Instagram: 202K | YouTube: 14K | TikTok: 106.9K) to introduce her audience to North Carolina sweetpotatoes through behind-the-scenes farm, research, and production content. In spring, Zoe visited NC, meeting farmers and industry leaders, and shared her experience across platforms: an Instagram Reel and posts ( 74.4K views, 4.9K engagements ), a YouTube video ( 2.4K views, 376 engagements ), and two TikToks ( 13.1K views, 568 engagements ). The campaign highlighted the impact of influencer storytelling in educating audiences about the people behind the products. Gavin + Karen (@CoupleInTheKitchen) Based in Austin, TX, this food-loving couple shares recipes inspired by everyday meals and U.S. travels—with sweetpotatoes as a favorite. Together, they created Easy Crème Brûléed Sweetpotatoes, a cozy date-night dish that earned 57,918 reactions .

Dog Influencers

Americans share a deep bond with their pets, spending an average of $770 annually on their care—with dogs topping the list as the nation’s most popular companion. To tap into this connection, we partnered with “wooftastic” creator Whiskey Bear the Lab . Together with his owner, Blake Martin, Whiskey helped showcase fun recipe videos featuring dishes like a Sweetpotato Milkshake and Sweetpotato Pancakes—treats enjoyed by both people and pups. With Whiskey’s playful personality (and speedy clean-up skills!), the campaign drew an impressive 113,281 reactions .

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YOUR PROMOTIONS COMMITTEE AT WORK

Video Mat Releases Sweetpotatoes Shine Year-Round

Photography In today’s food industry, visuals are everything— which is why we leaned into our continued partnership with Charlotte-based Kevin Chelko Photography. Across four photoshoots, we gave 36 recipes a fresh new look, replacing outdated or low-quality photos with vibrant, high resolution imagery. These visuals now anchor our marketing efforts, bringing new life to point-of sale materials, website updates, retail promotions, and more. But great photography is about more than just looks—it drives engagement. High-quality images inspire consumers to click, share, and save recipes, making sweetpotatoes top of mind in kitchens everywhere. By showcasing recipes that reflect both modern dietary preferences and generational tastes, we’re reaching a wider audience—from health-conscious families to adventurous home cooks. The result? Stronger consumer connections and steady growth in sweetpotato demand.

Reaching new shoppers in key markets is critical —and our seasonal video mat releases are doing it in style. Unlike traditional ads, these campaigns deliver recipes, videos, and stories across hundreds of trusted outlets—content consumers love to read, share, and pass along.

FY 2024–2025 Highlights:

Fall: Indulge Your Sweet Tooth with a Better for-You Swap Winter: Bring Warmth to Winter with a Filling Family Dinner Spring: Bring the Family Together with Baked Breakfast Pizzas Summer: Cool Down This Summer with a Sweet Slushie 4,375+ placements nationwide 1.24 billion impressions 2.1 million video/social impressions 600,000+ engagements $4.1M ad value on $24,780 investment (ROI: 151:1–179:1) These campaigns not only deliver jaw-dropping results but also reinforce sweetpotatoes as a nutritious, versatile staple—achieving wide reach at an incredibly efficient cost (≈$0.02 per thousand). Video mat releases have become a cornerstone of our marketing mix, amplifying impact far beyond our own channels. Impact at a Glance:

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YOUR PROMOTIONS COMMITTEE AT WORK

Trade & Nutrition Marketing

To drive year-round demand, we placed ads in leading trade publications—The Packer, Produce News, AndNowUKnow, and The Snack Magazine—trusted by retail buyers, category managers, and foodservice decision-makers. These placements reached thousands of industry professionals, providing sustained visibility and reinforcing North Carolina sweetpotatoes as a reliable, high-quality ingredient for retail and foodservice innovation.

Sarah Schlicter, MPH, RDN Registered dietitian Sarah Schlicter continues to be a cornerstone of NC Sweetpotatoes’ nutrition outreach, ensuring all messaging is credible, consumer-friendly, and compliant. From speaking at the fall Nutrition News Update to joining dietitians on the Harvest Tour, her expertise strengthens our authority and makes nutrition insights engaging and accessible to both professionals and consumers alike.

Nutrition News Update (NNU) At the fall and spring Nutrition News Update (NNU) gatherings, NC Sweetpotatoes connected with top dietitians, nutritionists, and lifestyle editors, showcasing the veggie’s versatility through presentations, cooking demos, and interactive food experiences. Coverage from outlets like Eating Well, Yahoo Life, Real Simple, Food Network, and VeryWell Health generated millions of impressions, reinforcing sweetpotatoes as a nutritious, family-friendly staple and extending our impact far beyond the events themselves.

Top 5 Media Mentions – NNU 2024–2025 Our participation in NNU generated coverage in leading national outlets:

Eating Well: 5 articles Yahoo Life: 3 articles Real Simple: 2 articles Food Network: 2 articles VeryWell Health: 2 articles

Millions of impressions reinforced sweetpotatoes as a nutritious, versatile staple for families and health-conscious consumers.

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YOUR PROMOTIONS COMMITTEE AT WORK

Food & Nutrition Conference & Expo (FNCE)

In fall 2024, NC Sweetpotatoes attended FNCE, the world’s largest gathering of food and nutrition professionals, reaching ~10,000 dietitians, students, and interns. We partnered with the Healthy Family Project to support school access to fresh produce and sponsored the Build Up Dietitians event, hosting a food station where attendees sampled sweetpotato dishes and learned about their health benefits. FNCE provided face-to-face engagement with influential professionals, strengthening credibility and positioning sweetpotatoes as a nutrient dense, versatile superfood committed to science-based nutrition and community well being.

18th Annual CAFÉ Leadership Conference For the third consecutive year, NC Sweetpotatoes participated in the CAFÉ Leadership Conference, connecting with foodservice professionals, educators, and chefs to highlight sweetpotatoes’ nutrition and farm-to table journey. During Instructor Outreach Day, Sabrina Wilson (FullTilt Marketing) led a hands on marketing workshop, sharing lesson plans and classroom resources to help culinary instructors integrate sweetpotatoes into their programs. These efforts strengthened our credibility, fostered valuable educator relationships, and paved the way for long-term inclusion of sweetpotatoes in culinary curricula—shaping how future chefs use this versatile “sweet superfood” and driving broader consumption across foodservice and retail channels.

QSR (Quick-Serve Restaurants)Summit

To NC Sweetpotatoes attended the QSR Evolution Summit, connecting with executives, culinary innovators, and brand leaders from top quick service chains. Through networking and educational sessions, we showcased sweetpotatoes’ versatility, gained insights on emerging menu trends, and positioned them as a nutritious, flavorful ingredient for high-volume menus—driving long-term growth in the QSR sector. expand market opportunities,

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YOUR PROMOTIONS COMMITTEE AT WORK

Harvest Tour The NC Sweetpotato Commission hosted the 2024 Sweetpotato Harvest Tour, which brought both domestic and international registered dietitians, nutritionists, social media creators, trade media, and journalists together to learn how sweetpotatoes are grown, packed, and shipped. This four-day event and farm “harvest” tour educated partners and influencers on the farm to table process and the health benefits of NC sweetpotatoes, the collective efforts in research, production, and meeting consumer demands were provided not only by the Commission and its members, but also by the NC Department of Agriculture, NC State University researchers affiliated with the College of Agriculture and Life Sciences and numerous culinary professionals across NC. This project was jointly funded by Commission Assessments, NC General Assembly support, and a grant from the Tobacco Trust Fund.

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YOUR PROMOTIONS COMMITTEE AT WORK

Retail Pilot Program

To boost visibility, awareness, and sales of North Carolina sweetpotatoes, the Commission launched a multi-channel retail marketing strategy across key Eastern and Southern U.S. retail markets. Digital campaigns ran with Giant Food Stores, Publix, Tops, Price Chopper, and Lowes Foods, highlighting sweetpotatoes’ health benefits, convenience, and versatility through “Dietitians Choice” features, recipe content, and targeted online ads. Additionally, the Commission secured custom video footage requested by retail partners, currently in production, to provide training resources created specifically for produce managers and their teams on merchandising and handling best practices—driving stronger in-store sales. We also renewed our yearly membership with Byzzer, a leading retail data and insights platform, providing detailed analytics on consumer sweetpotato purchases to guide marketing strategies and retail partnerships.

Publix Retail Ad

Giant Retail Ad

Lowes Foods Retail Ad

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YOUR PROMOTIONS COMMITTEE AT WORK

National Recipe Sweepstakes Contest

The SWEET NORTH CAROLINA Sweetpotato Sweepstakes reimagined sweetpotatoes as a modern, craveable staple through a digital campaign with five influential dietitians and recipe developers. Followers engaged on Instagram and the NC Sweetpotato website by voting for recipes and entering to win a Charlotte getaway and photo shoot. The results were powerful: website traffic jumped by nearly 150%, generating 49,000 page views and 10,000 sweepstakes visits . Thousands entered, hundreds subscribed, and influencer posts drove 30,000 organic views and 1,750 interactions. Beyond engagement, the campaign produced lasting assets— new recipes, photography, and even a sweetpotato-themed class. Winners Michelle St. John and Robyn Needham celebrated with a foodie weekend in Charlotte, reinforcing sweetpotatoes’ role in today’s mealtime culture. In Q4, the Commission shifted from podcast ads to a Connected TV campaign, delivering precise, measurable targeting through premium streaming platforms. Launched in June, the four-week run used MNTN and Disney Hulu Ad Manager to promote NC sweetpotatoes with high-impact video. Targeting adults 25–65 interested in cooking, wellness, travel, and lifestyle content, ads appeared on Hulu, Peacock, Paramount+, Lifetime, HGTV, and more. Results were strong: 195,900+ impressions via Hulu, 265,900+ impressions via MNTN, reaching over 300,000 households. Top-performing markets and audiences included wellness-focused, food-loving, and lifestyle-conscious consumers. By blending the storytelling power of TV with the precision of digital targeting, the campaign built awareness, drove traffic, and positioned sweetpotatoes as a must-have for health-driven, mealtime lifestyles. Connected TV (CTV) Advertising

Connected TV (CTV) Results 461,800+ impressions across Hulu & MNTN 300,000+ households reached Targeted adults 25–65: cooking, wellness, travel, lifestyle Ads ran on Hulu, Peacock, Paramount+, Lifetime, HGTV

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YOUR PROMOTIONS COMMITTEE AT WORK

NYC Subway Digital Ads To elevate the visibility of North Carolina sweetpotatoes in a high-traffic urban market, FullTilt partnered with OUTFRONT Media to launch a four-week advertising campaign in the New York City subway system, beginning the week prior to Memorial Day. Strategically placed above ground to specific entrances of geographically relevant Manhattan subway stations, these vibrant digital billboard ads reached a diverse and high-volume audience of both residents and tourists during a peak travel and dining season. With millions of daily commuters moving through the subway system, this campaign capitalized on the captive attention of commuters – both locals and tourists – reinforcing sweetpotatoes’ appeal as a flavorful, healthy, and versatile choice. The dynamic digital format enhanced visual impact and message retention, driving awareness and influencing purchasing decisions among consumers on the go – whether planning meals at home or selecting menu items while dining out.

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YOUR PROMOTIONS COMMITTEE AT WORK

Educational Campaign In 2019, the Commission was awarded a grant from the North Carolina Tobacco Trust Fund Commission to create a nationally board-certified K-12 curriculum. Over the past year, we were able to utilize funding from the General Assembly grant to further build upon the efforts started in 2019 to educate the next generation about sweetpotatoes and their role in lifelong health, agriculture, and career pathways. In partnership with educators, we developed a suite of K–8 learning modules designed for classroom and homeschool use. Lesson plans examples include a STEM-based Sweetpotato Energy/Battery Unit that teaches how food powers the body, and a Middle School Marketing Module that builds critical thinking and media literacy through consumer science. We also created career exploration materials highlighting agriculture’s impact on North Carolina’s economy, and a sweetpotato-themed coloring and activity book that introduces younger students to superfoods in an engaging way.

Sweetpotatoes in Education “From classrooms to

cafeterias, sweetpotatoes are fueling curiosity, health, and future opportunities.”

Curriculum Expansion Building on a 2019 grant, the Commission broadened its nationally certified K–12 program. Hands-On Learning Sweetpotato Energy/Battery Unit (STEM + nutrition) Middle School Marketing Module (media literacy) ‍ Career Connections Resources show agriculture’s $ impact on NC and inspire future pathways. Early Engagement Coloring & activity book introduces superfoods to young learners. School Meals Partnerships with dietitians & IFPA help bring sweetpotatoes to cafeteria trays.

These efforts fill major gaps in existing health and agricultural education, especially for middle grade students, by making nutrition, science, and career exploration more accessible and relevant. The resources support state standards while encouraging students to see agriculture not just as food, but as a vital part of their future. In parallel, we advanced school foodservice outreach through speed meetings with the International Fresh Produce Association and collaboration with registered dietitians to integrate sweetpotatoes into school meal planning. Together, these initiatives expand the visibility and value of sweetpotatoes – on the plate, in the classroom, and across the career pipeline.

✨ Big Picture From classrooms to

cafeterias, sweetpotatoes are fueling curiosity, health, and career inspiration.

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Healthy Family Project / Mission for Nutrition At FNCE 2024, North Carolina Sweetpotatoes took center stage at the Healthy Family Project’s Fruit & Veggie Trivia Night, engaging 100+ registered dietitians through interactive games that showcased their nutrition and versatility. Beyond visibility, our sponsorship helped pledge $13,000+ to the Foundation for Fresh Produce, supporting fruit and vegetable access in schools. Through branding, engagement, and media coverage, we strengthened connections with key nutrition influencers and highlighted how cause-driven partnerships can raise awareness, drive impact, and keep sweetpotatoes at the heart of the nutrition conversation. Homemade Cooking Classes NCSC brought sweetpotatoes to life through online cooking classes with professional chefs, including Chef Nicco’s Sweetpotato Eggs Benny and Chef Christa Gonzalez’s Almond Chai Babka. Streamed live on HomemadeCooking.com, the 45-minute sessions let participants cook along and interact in real time. Over 1,500 attendees joined the February and April classes, and on-demand views have surpassed 3,800 , making these the top-performing legacy content for 2025. By combining expert instruction with hands-on engagement, the classes inspired consumers to test their culinary skills while highlighting sweetpotatoes’ versatility and appeal.

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International Marketing Our International Marketing partner, We Are Liquid , worked to share our SWEET message throughout the United Kingdom, France, and Germany. By identifying media-relevant topics that align with our health and nutrition messaging, they are effectively sharing our story across the pond.

UK

SNAPSHOT OF RESULTS

DIGITAL / WEBSITE: 36,931 WEBSITE SESSIONS

12 PIECES OF TRADE AND CONSUMER COVERAGE

20 NEW RECIPES DEVELOPED

SOCIAL MEDIA: 659 PUBLISHED POSTS 3,553 FOLLOWERS 966,442 IMPRESSIONS 14,318 ENGAGEMENTS

1 COMPETITION AT WESTMINSTER KINGSWAY COLLEGE

3 RETAILER MEETINGS

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Trade focus

Most of the media coverage appeared in trade publications. Notable examples include announcements of significant events, such as Governor Josh Stein proclaiming February as ‘North Carolina Sweetpotato Month’ in FruitNet, and editorial coverage by Kristian Bayford on the commission’s plans to expand sweetpotato exports to the UK—also featured in FruitNet. This underscores the importance of prioritizing the trade press office in the upcoming budget year. Continued reactive first approach While consumer reach was more modest, last year’s reactive-first media strategy proved highly effective in keeping North Carolina sweetpotatoes in the spotlight. By responding quickly to timely opportunities, the Commission strengthened its reputation as a go-to source for easy, inspiring recipes. Highlights included Stylist’s feature on refreshing, healthy desserts, where sweetpotato chia pudding resonated with a health-conscious, trend-savvy audience, and Vegan Food & Living’s seasonal coverage of roasted sweetpotato ghosts at Halloween. Both placements boosted credibility and reinforced sweetpotatoes as a stylish, versatile ingredient. Looking ahead, the focus will shift to balancing this reactive success with more proactive outreach—deepening journalist relationships, targeting top-tier outlets like Stylist UK, and securing trade press coverage to grow visibility and influence across both consumer and industry media.

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The Futurist In 2025, the Commission, working with the Liquid team, secured a high-profile feature in the Amazon Prime series The Futurist (also available on YouTube). Hosted by futurist and media personality Ian Khan, the episode The Food Revolution & Sustainability explored how consumer demand, innovation, and sustainability are reshaping the global food system. North Carolina sweetpotatoes took center stage as a case study in blending tradition with innovation. Executive Director Michelle Grainger highlighted partnerships with NC State to advance breeding, farming practices, and sustainability, while Dr. Mike Boyette showcased cutting-edge storage techniques—like curing at 85°F to extend shelf life and enhance flavor. To extend the impact, a press release was distributed to trade media, positioning North Carolina sweetpotatoes as a leader in sustainable agriculture. With Amazon Prime reaching over 200 million viewers each month, this feature underscored the value of future-focused media in amplifying our story—and set the stage for more opportunities to spotlight innovation in the years ahead.

Looking Ahead Not every trade story makes for a safe media opportunity. With messaging often complex and sensitive, careful evaluation is key to ensuring the right fit and maintaining control of the narrative. Looking to 2025—with a stronger harvest on the horizon—the focus will shift to a more tactical media strategy. The goal: securing online and print coverage across both trade and consumer outlets, where messages can be delivered with clarity and impact. And if the right broadcast moment arises, the Commission will be ready to step forward with confidence. BBC Food The Liquid team has opened doors with BBC Food, a platform that showcases a dedicated sweetpotato recipe hub and reaches millions of home cooks across the UK. This connection offers an exciting opportunity to spotlight North Carolina sweetpotatoes through recipe-led content that inspires, engages, and drives consumer demand. A collaboration with BBC Food wouldn’t just amplify visibility—it would also lend the weight and credibility of a trusted national broadcaster. As part of our UK digital strategy, pursuing this partnership stands out as a powerful way to build brand awareness and showcase the true versatility of sweetpotatoes.

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UK | TRADE & RETAILER ACTIVITY

Fruit Logistica (2025) & Retailer Packs In February, the Liquid team and NCSC Executive Director Michelle Grainger headed to Berlin for Fruit Logistica 2025, connecting with partners through back-to-back meetings, a business dinner with United Communications, and the distribution of our merchandise and marketing materials. We also gathered valuable intelligence on emerging sweetpotato export markets. A highlight of the year was the launch of our tailored retailer packs for importers and retailers. Showcasing fresh market research and UK consumer insights, these packs debuted at Fruit Logistica—turning data into dialogue and strengthening relationships across the supply chain.

Sweetpotato Spotlight: Building Presence Across the UK

In 2025, the Liquid team made strategic moves to expand North Carolina sweetpotatoes across the UK market. In March, we connected with Barfoots to explore promotional opportunities, sharing videos, educational content, and nutritional assets for Covington, Bonita, and Murasaki varieties. Post-Fruit Logistica, Myton Food Group discussed new US sourcing opportunities for Morrisons, while coordination with The Garden supported Tesco campaigns and targeted top retailers including Asda, Co-op, and Morrisons. Earlier in the year, following Fruit Logistica, the team met with Morrison’s buyers to explore supplier needs, consumer education partnerships, and a potential North Carolina visit. In April, discussions with Co-op focused on bamboo-based paper packaging, NCSC branding, QR-linked educational content, and engagement analytics. By May, talks with Orchard World, a Costco UK supplier, centered on premium sweetpotatoes with bold branding, sustainable packaging, and marketing support. Across all engagements, conversations will continue into 2025/26 to strengthen collaborations and expand market presence.

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