Row 7 Seed Company Brings Starling Sweet Potato to Whole Foods Market

Seed-to-Table Innovator Introduces Vibrant Purple Sweet Potato with Rich, Aromatic Flavor That's Redefining This American Staple

NEW YORK--(BUSINESS WIRE)--Row 7 Seed Company, an organic food company known for its commitment to flavor and innovation in the seed-to-table movement, is excited to announce the launch of Starling sweet potato at Whole Foods Market locations throughout the East Coast. This new variety will be available beginning today.

A Sweet Potato Revolution in Your Kitchen

What makes Starling sweet potato special?

Striking on the plate and unforgettable on the palate, Starling marries the creamy sweetness of Covington with the vibrancy and depth of a purple sweet potato. Its striking purple hue isn’t just beautiful; it signals the presence of anthocyanins, compounds known for their antioxidant benefits.

The result is a sweet potato that’s rich, aromatic, and genuinely transformative—whether roasted, mashed, or baked. Its natural sugars even make it exceptional in desserts, from custards and pies to ice cream.

“The creamy texture is exceptional,” says Row 7 founder Chef Dan Barber. “But the flavor delivers the sweet potato experience you never knew you were missing.”

This new purple sweet potato was developed by NC State’s celebrated sweet potato breeding program—the same program responsible for Covington, the variety that has shaped the modern sweet potato industry for nearly two decades.

Starling comes to market through Row 7's partnership with a network of organic farmers who share their passion and commitment for exceptional flavor, starting with the soil.

Starling sweet potato joins Row 7's fall portfolio alongside organic Badger Flame beets, Upstate Abundance potatoes, Sweet Garleek, and Honeypatch and Koginut squash. Together, these varieties bring home cooks a collection of effortlessly delicious vegetables designed to elevate everyday meals and seasonal classics alike.

For more information and to find Starling sweet potatoes near you, visit row7seeds.com.

About Row 7 Seed Company

Row 7 is a seed-to-table company revolutionizing how we eat—and how we grow—through better-tasting vegetables. Founded by Chef Dan Barber, Row 7 works with chefs, farmers, and plant breeders to co-select new varieties in the field and kitchen. Row 7 launched a line of branded organic vegetables for sale in grocery stores in the Northeast in 2022 and expanded nationwide in 2025. For more information, or to grow your own Row 7 seeds, visit row7seeds.com.