Row 7 Seed Company has introduced its Starling sweet potato across Whole Foods Market stores on the US East Coast. The rollout expands the company’s presence within the organic produce category and strengthens its retail partnerships in a competitive fresh-food market.
The Starling variety was developed through North Carolina State University’s sweet potato breeding programme, which has supplied the industry with high-performing commercial varieties for years. Its deep purple colour reflects naturally occurring anthocyanins. The product is positioned as a premium option for retailers seeking distinctive, value-added produce that aligns with consumer demand for nutrient-dense foods.
Row 7 is working with a network of organic growers to support supply. Starling forms part of the company’s wider seasonal portfolio, which now includes Badger Flame beets, Upstate Abundance potatoes, Sweet Garleek, and Honeypatch and Koginut squash.
The launch gives Whole Foods Market another differentiated item within its fresh offering, aiming to attract shoppers seeking visually striking, flavour-forward produce during the peak autumn period.