Growth. Partnership. Performance. Sweet potatoes are proving they have staying power, fueled by evolving consumer demand and strengthened by partnerships across the supply chain. From the field to the produce aisle, success depends on shared strategy, disciplined execution, and delivering consistent value. Retail buyers and supply-side leaders weigh in on what’s driving the category today, and what’s positioning it for even greater growth tomorrow.
Sourcing Manager, Fresh Potatoes and Sweetpotatoes, Walmart
“One of the things I love about sweetpotatoes is that they work for every meal of the day—and all the snack occasions in between. They’re no longer just a holiday favorite, and consumers are showing us they want more. Whether it’s breakfast hash, a quick snack, an air-fryer lunch made in the office, or even dessert, people continue to discover new uses for sweetpotatoes. Their nutritional value is an added bonus to their versatility, making them an easy choice for consumers looking for foods that are both delicious and wholesome. Fresh recipes and meal ideas keep sweetpotatoes exciting, inspire creativity in the kitchen, and give consumers a reason to come back and try something new.”
Vice President of Sales and Marketing, Bako Sweet®
“Bako Sweet® is excited to be planning with our retail partners. Our goal is to grow the category, inspiring consumers to utilize sweet potatoes in new ways. September kicks off our Game Day campaign with eye-catching displays and recipes inspired to include sweet potatoes for tailgating fare, with a fun twist on favorites like sliders, tater tots, and chili. November starts our holiday program with festive POS to increase shelf space, helping our partners increase sales and bring people together. The best results come when we work with our retailer partners, helping them reach their goals and building executable programs.”
Director of Produce and Floral, The GIANT Company
“Demand for sweet potatoes continues to grow as more shoppers incorporate them into everyday meals for their flavor, flexibility, and health benefits. From a buying perspective, strong supplier partnerships are essential to keeping quality high, maintaining dependable supply, and promoting at the right times throughout the year. Those relationships help us navigate both opportunities and predictable challenges, while ensuring customers receive the best product at an everyday value. Social media trends, like cheese-stuffed sweet potatoes, have also introduced the category to new, long-term consumers.”
Vice President of Produce Operations, Harps Food Stores Inc.
“We continue to see positive momentum in the sweet potato category. Sweet potatoes fit well with what many customers are looking for today—healthy, flavorful, versatile, and affordable items that can be used in a lot of different ways. They have always had a strong seasonal presence, but social media has helped make them more of an everyday item. Recipes on TikTok, Instagram, and other platforms have introduced customers to new ways to use sweet potatoes beyond the traditional baked or holiday preparation. Looking ahead, I think there is still good opportunity for growth in the sweet potato category, especially in bagged sweet potatoes, more petite sizes, purple sweet potatoes, and white-flesh varieties. Customers are looking for healthy, flavorful, and convenient options, but they also like discovering something a little different. For retailers, the key is making the category easy to shop and giving customers ideas. Strong displays, clear variety callouts, recipe inspiration, and consistent quality are all important. For suppliers, the opportunity is in helping retailers tell the story around flavor, nutrition, convenience, and usage. Sweet potatoes have a lot of room to grow when we present them as an everyday meal solution, not just a holiday item.”
Managing Partner, LIV Produce
“The strongest sweet potato programs are built through innovation, differentiation, and the resilience that comes from close supplier partnerships. As consumer interest continues to grow, we’re focused on expanding our varietal offerings—from purple sweet potatoes and Japanese Murasakis to red and traditional orange varieties—to help retailers deliver a complete category experience. Value-added options further broaden the category’s appeal across demographics, household sizes, and lifestyles. Combined with their nutrition, flavor, and versatility, sweet potatoes continue to prove they’re a true triple threat.”
Wholesale Coordinator, Happy Dirt
“At Happy Dirt, sweet potato planning for the holidays starts months ahead. This year, we worked with our farmer-owners to secure higher volumes on specialty varieties like Murasaki, purple, and garnet sweets, turning demand into real growth for their farms. Covingtons remain the rockstar of our lineup, the variety Happy Dirt was built on, and sweet potatoes keep earning space on the plate: packed with nutrition, at home in casseroles and bowls, and there when shoppers need them. Grower partnerships across North Carolina let our produce team plan ahead so retail partners never see a gap on the shelf.” 
