Egyptian Sweet Potatoes Gain Ground in Europe as Demand Surges

Sweet potato consumption in Europe continues its steady upward trend, according to Martin Oudenes of My Roots and More, a Dutch company specializing in the import and export of root vegetables, including a wide range of sweet potatoes. 

Oudenes says demand is increasing across both the processing industry and the wholesale fresh market. He also notes that sweet potatoes are appearing more frequently in the rapidly growing meal-kit category, where they are commonly included in soup and curry kits.

Egypt Strengthens Its Position in the Market

Martin observes a clear shift in market share away from traditionally pricier cultivation regions such as Spain and the United States toward Egypt. This development, he explains, is driven by Egypt’s strategic advantages—its favorable location with short transit times, lower labor costs, and a stable water supply from the Nile. By investing in storage and curing, Egypt can reduce skin damage and rot, enabling nearly year-round supply. Often, after about 100 days of growth, the tubers remain in the ground until the optimal sales moment is reached.

The rapid expansion does come with risks, including quality inconsistencies caused by what Martin calls “cowboys.” He stresses the importance of inspection in both Egypt and the Netherlands. My Roots and More works only with trusted, regular shippers.

Martin Oudenes, Owner of My Roots and More:

"They know what the market wants, so our customers know they're getting a good product. And, because there are always sweet potatoes, they're involved in the planning."

Crates of Egyptian sweet potatoes prepared for export, underscoring the country’s expanding presence in the European market.

Challenges and Opportunities Ahead

Dutch sweet potato cultivation presents its own challenges. According to Martin, Dutch sweet potatoes yield around 60% during processing, while those from the United States reach around 80%, with Egypt falling in between.

Martin Oudenes:

"Some growers are expanding, but several have already stopped because it's hard to sell Dutch sweet potatoes to the industry. Compared to other production areas, the dry matter content is low, so processing yields are low, too."

"That’s not a major problem for the industry, because they’ll often pay a little more for potatoes with a higher processing yield. The main cost items are oil and labor, which means a lower yield per potato has relatively less impact on the total production process."

Large volumes of Egyptian sweet potatoes ready for export, highlighting strong market momentum driven by rising restaurant use and growing demand for ready-to-eat products across Europe.

Looking ahead, Martin sees promising market prospects.

Martin Oudenes:

"This growth is becoming increasingly apparent. Sweet potatoes are appearing more and more often in restaurants, which means consumers are also eating them more often at home. Also, manufacturers will probably increasingly focus on ready-to-eat products."

He also highlights new opportunities driven by health trends and cost pressures in other regions.

Martin Oudenes:

"Plus, the health benefits are becoming clearer. Also, in Arab countries, many dishes are traditionally based on wheat, which is currently very expensive. There, sweet potato flour is being tested as a substitute. There are, thus, still many opportunities."