Morocco has seen a significant increase in the export of sweet potatoes, with a 67% annual rise in the past few years, including doubling its supplies in 2022 to a record 1.2 thousand tons. The country has established a presence in the premium markets of the EU and the Middle East, with the Netherlands, Portugal, and the UK as its main consumers in 2022. The growth in sweet potato exports is attributed to the health-conscious consumer market, the willingness to try new tastes and pay a premium price, and the high proportion of ethnic minorities in these countries. Since 2013, trade in sweet potatoes and similar root crops has grown annually by 8%, while world imports of regular potatoes have decreased by 1% year on year.