When the people at Scott Farms Inc., a sixth-generation, family-owned farm in Lucama, N.C., decided to tell the story of exactly what the major sweet potato grower does and how it does it, they never guessed that their effort would result in more than 5 million broadcast television views and increase its web traffic by more than 125%.

The company found most consumers don’t know much about what goes into getting sweet potatoes from field to table.

“We wanted to show a truthful and wide-open, transparent image of our process,” says Jeff Thomas, director of marketing. “It takes a lot more than what people realize.”

As it turns out, the company ended up with enough material for a seven-minute documentary that traces the sweet potato production process from planting through distribution.

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