The value of U.S. sweet potato exports has surged 80% in the past five years to reach a record US$95 million, the American Sweet Potato Marketing Institute (ASPMI) reported. 

Exports have jumped sharply to regions targeted by the association's international market development efforts and are continuing to rise this year.

"There's no doubt that global demand for U.S. sweet potatoes is on the rise," ASPMI president Johnny Barnes said.

"And thanks to our efforts at introducing American sweet potatoes to health-conscious consumers around the world, we believe we're on the cusp of seeing unprecedented exports over the coming years."

The ASPMI was formed in 2013 to promote the attributes of U.S. sweet potatoes domestically and abroad, and is already seeing progress in the targeted European markets.

Research shows that awareness of U.S. sweet potatoes in Europe is low, but currently on the up. Exports to the EU are up 17% so far this year.

The ASPMI leverages US Department of Agriculture (USDA) Foreign Agricultural Service (FAS)-administered programs to promote exports of the vegetable. These cost-share programs, such as the Emerging Markets Program (EMP) and Market Access Program (MAP), allow the association to reach emerging markets that were untapped until recently.

"Most sweet potato operations are small to medium family owned farms. EMP and MAP funds give them the assistance needed to access new export markets," Barnes added.

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