Sweet Potato Delights

Velonda Anderson established Sweet Potato Delights in 2013, a veteran- and woman-owned business whose social mission is to increase access to good, nutritious food — while nurturing youth for future food entrepreneurship and supporting veterans in repurposing their culinary skill set. In 2016, Sweet Potato Delights acquired a commercial manufacturing license and shelf space in plant-friendly grocery stores like Meijer. However, many small and local grocers closed during the pandemic, and Sweet Potato Delights pivoted their products from grocery stores to restaurants that wanted to build out their baked goods menu. 

Sweet Potato Delights approached PCV, searching for an advisor that would help them improve and expand their partnerships with restaurants and better understand government contracting. We matched them with pro bono advisor Lynn Spensley of Home Preservation.

At the onset of the advisor match, Sweet Potato Delights laid out three goals – each of which they accomplished. Velonda said that her advisor helped her: “Identify and register for new farmers’ markets, identify and establish a wholesale agreement with three new restaurant partners, and also finalize a new farmers market and wholesale distribution schedule.” Before Sweet Potato Delights partnership, they had 2 restaurant partners. After a few scant months working with a PCV advisor, they increased their restaurant partnerships to 5. By the end of June 2021, Sweet Potato Delights was able to see a spike in sales as they moved into new farmers markets. 

After completing their first advisory partnership, Sweet Potato Delights is working with a second advisor, Ray Thiagarajan of Ganim Financial, to maximize their online sales to evolve into an employee-owned company that prioritizes hiring veterans.