The US produced 1.39 million tons of sweet potatoes in 2018, according to the US Department of Agriculture. The US currently exports 18% of sweet potatoes produced, an 8% increase from 2010.
The American Sweet Potato Marketing Institute is continuing promotional efforts in sweet potato export countries, said Jerry Hingle, president and CEO of International Trade Associates. “About 40% of our exports go to the European Union, about a third go to the UK, Canada ranks third at 24% and Mexico is a growing market for us,” Hingle said. “Only about 2% of our exports go to Mexico, but that is growing rapidly.”
ASPMI works to promote and educate buyers and retailers about moist-flesh varieties such as Covington and Beauregard. “We sit down with the produce buyers and explain to them the variety and how they are different than what they are accustomed to. Once we have done the basic introduction of the market, then we go and do in-store tasting, which has been a big part of what we do around the world.”
ASPMI tailors sweet potato recipes to countries based on culinary tastes and traditions, he said. This type of promotion helps showcase sweet potato versatility and nutrition. For example, ASPMI created a healthy sweet potato poutine for the Canadian market, and other dishes for Mexican palates.
Expanding global footprint
ASPMI is also looking to expand its global footprint in areas with growing markets for US sweet potatoes. “We are starting to look in places further east, in places like the Ukraine and Romania,” Hingle told agweb.com. “We are starting to do more exploratory work in growing demand for our moist-flesh varieties.”
About half of sweet potato exports are from North Carolina, followed by south Arkansas, Louisiana and Mississippi. California contributes 9% of sweet potato exports. Exports as a percent of production have grown from 8% in 2010 to 17.9% in 2017. By value, exports have reached record levels each year since ASPMI was formed, he said. Shipments were valued at $95.4 million in 2013 and grew to $191.6 million in 2018.
US sweet potatoes export volumes hit record highs in 2018 and are expected to continue growth throughout 2019 despite a supply drop in the first quarter of 2019.
