European sweet potato market on the rise

Although the sweet potato market is small, the last 10 years has seen it rise steadily by 300%. Nearly all sweet potatoes are imported to Europe and in 2012 this amounted to 80,000 tons.

USA market leader
Nearly half of all imports from the Southern United States, second, by a long way is Israel with 18% share. The largest sweet potato producer in the world is China who also export to Europe.

Import of sweet potato to Europe

Education
In the USA the sweet potato is an integral part of the shopping list. In Europe only the 'trend setters' and high class restaurants are familiar with the use of this product, along with the local immigrant population. Experts believe that in the next 5 years, the market for this product will rise, so a good education about sweet potatoes is essential. The American Sweet Potato Marketing Board will soon launch a campaign throughout Europe and central to this, next to the culinary side, will be information regarding the health benefits of sweet potatoes and the different varieties.

Fruit Logistica
The Americans will have a country pavilion in Hall 23 of Fruit Logistica in Berlin, where a large number of sweet potato producers will be represented. A cook will also be present to demonstrate and increase awareness of the sweet potato product. The American government have asked Phaff Export Marketing to run the exhibit.

www.phaff.com