ANAHEIM, CA - A new title is breaking onto the scene to spotlight fresh produce and further boost consumption, elevating its inaugural winner in the process: The amazing purple sweet potato has been named the first Vegetable of the Year, hand-picked by a panel of wide-reaching experts. In celebration of how this connects to Frieda's Branded Produce's Stokes Purple® Sweet Potato, the company reflected on the spotlight for its own offering and the category as a whole.

"Stokes Purple is having a moment, and we couldn't be happier to see this extraordinary veggie getting the recognition it deserves," Alex Jackson, Vice President of Sales and Procurement at Frieda's, said. "In fact, we know that 79 percent of shoppers are willing to pay more for purple sweet potatoes than they are for traditional varieties."

The panel was made up of nine food experts in grocery retail, nutrition, and sustainable spaces, celebrating Veganuary—a movement that encourages people worldwide to try a vegan lifestyle during the month of January, according to a press release.

“Not only is the purple sweet potato versatile and a visual upgrade to any dish you make, but they are also an upgrade in nutrition, high in fiber, vitamins A and B, and packed with antioxidants. Available fresh and frozen, and as an ingredient to amplify dishes, we will continue to see the vibrant purple sweet potato’s popularity grow,” said Holly Adrien, Natural and Organic Strategy and Innovation Manager at Kroger and a Veganuary Vegetable of the Year panelist.

Those voting did so on five key criteria:

• Growing popularity
• Versatility
• Sustainability
• Health/Nutrition
• Affordability/accessibility

In addition to Adrien, the panelists included acclaimed chef and cookbook author Daniela Lais and famous TikTok influencer Tabitha Brown, among others.

Frieda’s noted the purple sweet potato's recent rise to fame is also due to the recent Netflix documentary “Secrets of the Blue Zones,” which helped spread the word and build its reputation as a superfood associated with longevity in life.

With even more time in the limelight, buyers should prepare for demand for this award-winning vegetable.

"To increase sales, add the fastest-selling purple sweet potato, Stokes Purple, which is available exclusively from Frieda's with a merchandising bin,” shared Jackson. “Contact your Frieda’s account manager today, and head into Veganuary stocked with our traffic-driving organic and conventional Stokes® Sweet Potatoes in your produce department.”

Congratulations to those who harness the power of purple sweet potatoes on being the first to elevate this exciting title!