Strategies for Promoting SweetPotato Consumption

Jack D. OsmanTowson UniversityTowson, Maryland

National Sweetpotato Collaborators GroupFebruary 5, 2005

Little Rock, Arkansas

The Current Situation

• SweetPotato consumption has been steadily declining for 70 years.

• Consumption has fallen from about 25 pounds per person per year to around 4 pounds/capita.

• SweetPotatoes have been rated as one of the most nutritious vegetables readily available at the market.

The Question

WHY?

Image Problems

• Holiday (only) Food• Poor People’s Food

Images of the Sweet Potato by R. John Medley, Jr.

Theory Into Practice (TIP)

• Proactive Inhibition – previous learning interferes with learning new information.

• Deep-seated Belief Systems (even when incorrect) block-out acceptance of … or openness to … new ideas.

• Cognitive Dissonance – conflicting ideas – inhibit acceptance of new information, thereby reverting back to the old ideas.

The “FIX”• New, correct information will not be

integrated until the old, incorrect information is unlearned by logically and repeatedly challenging its accuracy.

• Example: Potatoes are a fattening food.

• Irrational Belief Systems (B.S.) need to be cleared out of the memory bank before more accurate information can be accepted.

Implications

• Need a multifaceted education program– Printed materials (Working Press of Nation)– Food stores (colorful poster and/or kiosk)– Government

• Picture of SP on the Food Pyramid • Declare a National SweetPotato Day• Declare 2006 – the year of the sweetpotato

– Media promotion (not just T.V.)– Electronic Outreach

Web Sites

Pamela Weston

The Joy of Cooking with The Joy of Cooking with Sweet PotatoesSweet Potatoes

(soon to be published)

The Hundredth Monkey Phenomenon http://

www.sfheart.com/hundredth_monkey.html

Survey & Interview IdeasSurvey & Interview Ideas

• Convince fast food chains to offer SweetPotato Fries

• Paid “news” spots on radio shows

• SweetPotato cookbooks

• SweetPotato weight control books

• Oprah!

• National Contests – creative SP foods

• Athletes promoting sweetpotatoes

Harold H. Hoecker Mr. Harold H. Hoecker was the founder and Executive Secretary of the Sweet Potato Council of the United States, Inc. He's been a strong proponent of the Council since it's inception in 1961. After retiring from the University of Maryland as a Marketing Professor, he set out to give of himself and his talent to the sweet potato industry. All the members of the Sweet Potato Councils and Commissions of the 12 commercial sweet potato growing states (AL, AR, CA, GA, LA, MS, NC, NJ, SC, TN, TX, VA) he lovingly called "his children." After 40 years of dedicated service, he retired.

January 2005 Interview

Unfair to Compare• Industry needs to lay out money for ads• Need to vary from TV• Need more uniform size in market place• More convenient forms

This Dani girl's name is Mince(Meenchay). She is eating a sweet potato!! Eat sweet potatoes twice a day!! That's what the Danis do!

October 24, 2004Millions of viewers