Edwin van Leeuwen, Valstar Holland:

"European demand for sweet potatoes considerably increased"

More than four years ago Valstar Holland introduced sweet potatoes from North Carolina (U.S.) under the 'Discovered' brand on the European market. "We notice a considerable increase in the consumption of the orange-pulp sweet potatoes annually. In addition from the same grower there are also purple and white-pulp sweet potatoes available," Edwin van Leeuwen says.
 


The first purple-pulp sweet potatoes are expected towards the middle of January, whilst the white-pulp ones are available already. The United Kingdom is as always still the largest European buyer of sweet potatoes, but this exotic is finding its way all through Europe at the moment," Edwin tells.
 


The sweet potatoes are harvested in the United States from August till November and are available all year round. Valstar import larger volumes than last year because of the increased demand. "We receive supply every week. At the moment the last Spanish sweet potatoes are already on the market and Israel supply a lot, but the advantage of the American product is, that those are the only available all year round. "Last season production was very high and prices were under pressure. This year production has been stabilized and prices are higher."



The potatoes under the 'Discovered' brand are being supported by consumer information about origin, application and nutritional value. "Because the potatoes are becoming more important supermarkets are more willing to start promotions, especially in this period before Christmas. Also sales of the organic product increase well together with the conventional product," Edwin concludes.
 
Edwin van Leeuwen and grower Dewey Scott

For more information:
Edwin van Leeuwen
Valstar Holland
Tel: 0031 174-530917
Fax: 0031 174-530879
Cell: +316-51835625
www.zoetebataten.nl



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