2025 - Your Commission at Work

YOUR PROMOTIONS COMMITTEE AT WORK

Germany Press Spotlights 2024/25 In Germany, the focus remained firmly on trade media, targeting retailers, buyers, suppliers, and industry experts. High-quality placements in respected publications like Lebensmittel Zeitung and LZ direkt reinforced North Carolina sweetpotatoes’ position in the market. A standout moment was a feature in Lebensmittel Zeitung’s North America Report, which, while highlighting poor harvests and low exports, offered insights for shaping more balanced future narratives. Retailer engagement was strengthened through the distribution of translated retailer packs at Fruit Logistica, designed by the Liquid team with tailored content and graphics to showcase consumer insights and market opportunities. While no broadcast opportunities were pursued, trade coverage exceeded expectations, with 20 pieces secured. Looking ahead, a new agency partnership will help refine priorities and expand engagement in the German market.

Germany Market Moves 2024/25 Germany continued to be a key focus for trade engagement, with Fruit Logistica serving as a hub to connect with industry leaders like Dr. Assad, Quality Manager at Alnatura. Market-specific retailer packs showcased consumer insights and were distributed at the show, reinforcing North Carolina sweetpotatoes’ market presence. In June, a meeting with the German embassy explored partnership opportunities and introduced a potential kitchen demo at ANUGA, offering a future promotional platform. Planning also advanced for the North Carolina buyer’s trip, aimed at reconnecting with German retail buyers and rebuilding trade relationships after a pause in exports. The Commission leveraged cultural moments to boost awareness, including a November NFL-themed campaign to coincide with the Carolina Panthers vs. New York Giants game held in Munich. Game day recipes—from sweetpotato nachos to air-fried brownies—highlighted North Carolina as the leading US sweetpotato producer, supported by 10 social posts capturing the event and engaging local audiences.

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