Wada Farms Marketing Group LLC plans to expand its Dole brand sweet potato program and brought in an industry veteran to help.

The company hired Anthony Totta as its new director of marketing and business development for Dole brand sweet potatoes.
Totta is the chief executive officer of Grow My Profits LLC and previously was president of Kansas City-based Market Fresh Produce LLC.

Wada Farms expands Dole sweet potato program

Wada Farms is “thrilled” to have Totta on board, Bob Meek, chief executive officer, said in a news release.

“His extensive experience working with sweet potato producers across the country, along with his marketing background in sweet potatoes, will provide the leadership and industry knowledge that we need to successfully market the product to consumers.”

Totta’s responsibilities include ensuring a reliable supply of Dole brand sweet potatoes for national distribution and providing sales support for participating retailers.

Wada Farms plans to expand the program to promote sales and consumption.

The enhanced sweet program provides national distribution, premium packaging, wider product varieties, category merchandising and sales support and is planned to be part of Dole’s “Superfoods” campaign.

“We are working diligently to make Dole sweet potatoes available to consumers nationwide and to ensure that retailers carrying our products are getting the freshest, highest quality sweet potatoes available,” Meek said. “We’re committed to providing our retailers with the sales support they need. Dole’s consumer-focused education campaigns are major contributors in helping to increase customer awareness of our products and drive sales.”