US sweet potatoes arrive in Europe with new high graphic packaging

Though U.S. sweet potato exports to Europe have picked up in the past decade, market penetration hasn't been high. Going forward, American exporters such as Farm Fresh Produce, Inc. hope to change that with new packaging and a new ad campaign in 2013.

"We have to invest in growing the customer knowledge base in Europe," said Steven Ceccarelli, a sweet potato grower with farms in North Carolina and Mississippi. "It's a product with many health benefits like vitamin A, beta carotene and a low fat content. As an industry, we've made efforts to promote it, but it's just a question of showing European consumers how they can incorporate sweet potatoes into their daily consumption." Part of the strategy Ceccarelli's company, Farm Fresh Produce, will employ in 2013 is new packaging that will coincide with a marketing campaign to promote their produce in Europe.

"We're going to introduce a new six-kilogram box that will be very visually appealing," he said. "Our new marketing campaign will try to reach consumers throughout Europe and the new box will, hopefully, catch consumers' eyes." The new packaging will join the lineup of boxes that come in sizes of 12, 15 and 18 kilograms.

Farm Fresh Produce will compete with growers in Israel who currently supply most of Europe's sweet potatoes. Though some produce also comes from Egypt and Spain, Ceccarelli noted that Israeli growers have been dominant in Europe for quite some time. But he thinks there's still room for American sweet potatoes, due to being able to offer quality product on a year round basis.

"England started first with expressing interest in American sweet potatoes and gradually the market interest has grown to cover the continent of Europe and Russia. We are gaining market presence," he said. Although Tropical Storm Isaac caused some concern in the Mississippi growing region, Ceccarelli remains optimistic about 2013.

"The coming season looks to bring good yields in both Mississippi and North Carolina. I am also excited that we're the first American sweet potato exporter to come out with a high graphic six-kilogram box. We believe this will set us apart from our competition and we look forward to seeing how this will help our business continue to grow."

Harvest of sweet potatoes began in Mississippi this week and should continue into December of this year. Harvest of North Carolina sweet potatoes should begin soon.

For more information:
Steven A. Ceccarelli
Farm Fresh Produce
Tel: +1 910-508-8933
[email protected]
www.farm-fresh-produce.com