Stanley Smith and top chef Felice Tocchini at Fruit Logistica 2012.
Stan Smith, an industry veteran, leads the UK campaign. The import of sweet potatoes has increased from 34-35 containers in the first year to 1000 containers (20,000 tons) currently in a 12 month period. Initially a feasibility study was carried out on the UK market and results proved to be beyond expectations. The sweet potato was becoming fashionable through celebrity chefs, Scott Farms International took this further by promoting the health benefits of the vegetable such as 0% fat content. Scott Farms International enrolled a PR company to help with the marketing and the - "Love Sweet Potatoes campaign" - was born.
Over the last five years consumption has grown in the UK, this has not gone unnoticed by the supermarkets which are also seeing the potential of the product. One of the main stumbling blocks is in the name, as the sweet potato is not a potato and is difficult to place on the shelf. Stan accepts that it is sometimes placed by the exotic veg, but knows it is much more visible when placed along side the regular potato. In fact in one supermarket shelf space for the sweet potato has tripled in the last few years.
Scott Farms International delivers the sweet potatoes in bulk to the appointed packers in bins and in 18 or 6 kg boxes and can supply year round due to investment in storage the US. The company also imports into Rotterdam, distributing to much of mainland Europe. As for the future Stan says Scott Farms International will continue to raise awareness of the sweet potato and stay at the forefront of the industry as well as setting and breaking new boundaries.
"There is a lot to play for in the European market but the UK will remain our primary market," said Mr Smith.
For more information:
Elisabeth Lewis-Jones
[email protected]
www.scottfarmsinternational.com