December 2025 - Sweetpotato Speak

FLAVOR

By: Conner Young, Liquid

It’s been a busy couple of months in the EU market, with strong results across all areas, new recipe development, the Anuga trade show in Germany, and planning for Fruit Logistica in February 2026. For social media channels, we have seen increases for all three markets (across all channels) with impressions rising above 1 million, 45k engagements, and a 4.3% engagement rate - a 121.6% increase on the previous period. Post link clicks also reached 20k, a 3,785% increase, reflecting our strategy success in driving traffic to the NC websites. Alongside planned and reactive organic activity, we have been running paid ads on Facebook and Instagram, focusing on meal prep with sweetpotatoes, the immune-boosting properties of sweetpotatoes, and positioning sweetpotatoes as the new orange vegetable for Halloween.

PR activity across all markets delivered a steady run of coverage and visual placements. Highlights included Sweetpotato Pancakes in Vegan Food & Living, The Batata cocktail in Gault & Millau, commentary on consumer trends in Fresh Produce Journal, Veggie wraps in Not Magazine, and a festive panettone in InsideKENT. Alongside these wins, we continued to issue seasonal recipe pitches for Halloween, Christmas, and Veganuary, responding to media enquiries, supplying visual content, and exploring outreach to podcasts and influencers. Our collaboration with Barber Communications helped strengthen German trade press visibility, securing coverage across Frucht Portal and Finanznachrichten.

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