Market Study to Evaluate, Educate, and Promote Six Cream or Purple-Fleshed Sweetpotato Types in Eastern North Carolina
About the Study
An informal poll at the University of Mount Olive found that nearly 90% of students, faculty, and staff had never heard of cream or purple-fleshed sweetpotatoes — and only a very small percentage had ever tried them. These types are not typically available in eastern North Carolina grocery stores or restaurants.
Working with the North Carolina Sweetpotato Commission, this study set out to change that through two objectives: hold sensory taste-test events across Lenoir and Wayne Counties to gather consumer and chef feedback on six sweetpotato types, and promote awareness of those types through local social media outlets.
By the Numbers
Sweetpotatoes were grown at the UMO Kornegay Student Farm, harvested, cured, and prepared three ways for blind taste tests held over roughly two months.
Six sweetpotato types — three cream-fleshed and three purple-fleshed — were selected with the help of the North Carolina State University sweetpotato breeding program. Four are commercially available; two are breeding lines still in development.
| Type | Category | Skin Color | Flesh Color | Status |
|---|---|---|---|---|
| Bonita | Cream | Cream to tan | Cream | Commercially available |
| Murasaki-29 | Cream | Light to dark purple | Cream | Commercially available |
| NC18-0061 | Cream | Cream | White | NC State breeding line |
| Purple Majesty | Purple | Purple to dark purple | Purple | Commercially available |
| Purple Splendor | Purple | Light tan to dark purple | Purple | Commercially available |
| NCP16-0046 | Purple | Light purple | Purple | NC State breeding line |
Slips were obtained in summer 2025 and planted at the UMO Kornegay Student Farm. After harvest, the roots were graded, cured, and stored. Over roughly two months, nine taste-test events were held across Lenoir and Wayne Counties — at the UMO cafeteria, AgFest, farmers markets, and other community venues.
At each event, participants tasted all six types prepared one of three ways — baked, French-fried, or made into chips — then rated each on flavor, texture, sweetness, and overall liking using a nine-point scale. The target was 150 surveys per type per preparation method; the study exceeded it, collecting more than 2,700 individual surveys from nearly 200 participants.
Combined Sensory Ratings by Type
Flavor, texture, and overall liking combined across all three preparation methods. Rated on a nine-point scale; bars show standard error.Sweetness Rating by Type
Perceived sweetness, rated during the French-fried preparation. Ratings ranged from 3.11 to 4.16 — low overall across every type.Flavor Rating by Preparation Method
The same six types, rated on flavor when baked, made into chips, or French-fried.Overall Liking by Preparation Method
Overall liking followed a similar pattern to flavor, with one notable exception.Both were rated significantly higher than the other types across flavor, texture, and overall liking, and they received the highest sweetness ratings as well.
Purple Majesty and Purple Splendor rated lower than the cream-fleshed leaders, but by less than two points on the nine-point scale — consumer responses indicated they remained acceptable.
A significant type-by-preparation interaction showed that consumer response depended not only on the sweetpotato type, but on how it was prepared. Chips frequently produced the highest acceptance scores; French-fried scored lowest overall.
This breeding line received consistently lower ratings across multiple categories, suggesting its eating-quality traits are not yet as favorable as the others tested.
Culinary professionals who worked with all six types across the three preparation methods were asked where each would perform best in a dish. Their consensus: these types offer a great deal of versatility.
- Roasted, French-fried, or made into chips
- Chilis and stews
- Hash browns
- Mashed sweetpotatoes
- Cheesecakes and flans
- Breads
- Pies
Beyond the taste-test events, the study promoted these sweetpotato types through local Facebook groups in both target counties. Word of Mouth Kinston in Lenoir County drew 682 views across two postings, and What’s Up Goldsboro? in Wayne County drew 826 — more than 1,500 views in total, with additional reach through UMO Agriculture’s own Instagram and Facebook pages.
Together with the roughly 200 participants who tasted these types firsthand, the study reached a substantial audience that largely had no prior exposure to cream or purple-fleshed sweetpotatoes — demonstrating that social media can be an effective tool for educating consumers and building interest in niche sweetpotato types.
This project was funded by the North Carolina Sweetpotato Commission. Sweetpotato types were selected with the assistance of the North Carolina State University sweetpotato breeding program.
Special thanks to Ann Gallagher and Coco Daughtry for their help organizing and assisting with the sensory test events.
