2025 - Your Commission at Work

YOUR PROMOTIONS COMMITTEE AT WORK

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.

33