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How Sweet It Is: Exporting Increases Sales and Efficiency for NC Sweet Potato Processor
Nature’s Way Farms, Inc., based in Faison, North Carolina, started in 1979 as a fresh fruit broker selling North Carolina fruits and vegetables to regional retailers. In 2016, they participated with the Southern U.S. Trade Association for the first time, showcasing their North Carolina-grown sweet potatoes in SUSTA’s pavilion at Fruit Logistica in Berlin, Germany.
“We knew nothing about exporting in the beginning. We went to that show and didn’t even have the right food safety certifications for export to Europe. But we knew how to sell, and we were quick learners,” said Parker Cooper, Vice President of Sales. “With the support of SUSTA and their consultants in Europe (Phaff Export Marketing), we started to understand the process. We began having conversations with freight forwarders and learning the terminology. It was a steep learning curve, but we made it and have been able to grow our export sales year over year.”
Exporting to Europe also helped Nature’s Way Farms, Inc. develop new products lines. For example, the organic sweet potato category from nothing to year over year growth once they opened up the European market.
In the eight years of exhibiting in SUSTA’s pavilion at Fruit Logistica, they also developed relationships with suppliers, which they attribute to keeping Nature’s Way Farms, Inc. up-to-date on the latest technology and equipment. Their production line has grown much more efficient after seeing new packing line layout designs and with the help of cutting edge technology, like robotic palletizers from Holland. “It allowed us to automate the process and move those production line workers to advance other parts of the company,” said Cooper. “Our European customers have also taken us down roads that led to more sustainable packaging,” Cooper added, noting that the focus on sustainable packaging in Europe has impacted all of their packaging.
SUSTA’s Market Access Program from the USDA’s Foreign Agricultural Service, has undoubtedly impacted this small North Carolina produce company and its 180 employees. “For me personally, exporting has expanded my horizons, kept me learning and staying hungry in the business,” said Cooper.
