2025 - Your Commission at Work

YOUR PROMOTIONS COMMITTEE AT WORK

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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