Rising Demand for Purple Sweet Potatoes in the US

Seen as the healthy cousin of regular potatoes, sweet potatoes are gaining in popularity all around the globe. Between 2000 and 2017, annual consumption in the US has doubled, to 8 pounds per capita. The most popular variety is the orange sweet potato, but recently the purple sweet potato has been gaining popularity rapidly. China, Japan, and Latin America are currently the largest producers and exports of purple sweet potato, mainly providing to the European market and Canada. In Europe, the market price of purple sweet potatoes ranges around USD 0.80 - 1.30 per kg.

Purple sweet potatoes is a general name encompassing dozens of varieties, including Purple Peruvian, Vitilette, and Purple Majesty. The flesh of purple sweet potatoes is a very dark-purple, also described as ink-colored, and for a long time, this niche product was mainly used for decoration and as a natural food dye in fruit drinks and ice creams. However, many US producers are reporting that the demand for this particular variety is rising, naming the special health benefits of purple sweet potatoes as a cause. Compared to the orange varieties, the purple varieties have a very high level of antioxidants, and some studies even claim that purple potatoes have cancer-fighting properties.

With a major market shift for antioxidant-rich foods within the US, but also in Europe, more US producers have started planting purple sweet potatoes. Production is currently still limited but expected to rise rapidly over the next year, especially in the Pacific Northwest region of the US.

Sources

• Specialty Produce. "Purple Potatoes."
• Freshplaza. "China: Export volume of purple sweet potatoes slightly smaller this year."
• Eco Farming Daily. "Growing Red And Purple Potatoes Organically."