Row 7 Seed Company Launches Starling Sweet Potato at Whole Foods Market

Row 7 Seed Company, an organic seed-to-table innovator known for developing flavor-forward produce varieties, has introduced its new Starling sweet potato at Whole Foods Market locations across the East Coast. The vibrant purple sweet potato becomes available starting today.

A New Sweet Potato With Striking Color and Flavor

Developed by NC State University’s renowned sweet potato breeding program, the Starling variety combines the creamy sweetness of the Covington sweet potato with the rich color and depth of a purple potato. Its vivid hue reflects naturally occurring anthocyanins, compounds associated with antioxidant benefits.

Chef Dan Barber, founder of Row 7 Seed Company:

"The creamy texture is exceptional. But the flavor delivers the sweet potato experience you never knew you were missing."

The result is a sweet potato that’s rich, aromatic, and genuinely transformative—whether roasted, mashed, or baked. Its natural sugars even make it exceptional in desserts, from custards and pies to ice cream.

Expanding a Flavor-Driven Fall Portfolio

The launch highlights Row 7's collaboration with a network of organic farmers dedicated to cultivating vegetables with exceptional taste from the ground up. Starling joins the company’s fall lineup, which includes organic Badger Flame beets, Upstate Abundance potatoes, Sweet Garleek, and Honeypatch and Koginut squash. 

Together, these varieties are designed to elevate home cooking with bold flavors and unique culinary possibilities. 

More information and availability details can be found at row7seeds.com.