20222023 Delphy – Sweet Potato
Project description:
Sweet potato cultivation is costly, with plant material and labor accounting for more than half of the expenses. Since 2014, research has focused on cultivation techniques, and in 2017, scaling up began among farmers. Despite a stated preference for Dutch products, imports from the U.S. remain dominant, highlighting a lack of appreciation and demand in the supply chain. The key challenge of this project is bringing Dutch sweet potatoes to consumers and understanding what is needed to make them a preferred choice.
Outcomes:
This research, based on interviews with food processors, retailers, and surveys, highlights key factors affecting the presence of Dutch sweet potatoes in the market.
Food processors prefer imported sweet potatoes due to their taste, quality, and crispiness, and many were unaware of the local variety. Price also plays a major role, as imported sweet potatoes are cheaper. Consumers, similarly, are often unaware of the origin of their sweet potatoes and prioritize price and quality. Retailers do not stock Dutch sweet potatoes due to higher costs, limiting consumer access.
To increase demand, Dutch sweet potatoes need better marketing, competitive pricing, and improved accessibility. Ultimately, price and availability are crucial to securing their place in the Dutch market.
Client:
Delphy