Creating a successful family business is a dream held dear to many. In fresh produce, it’s a way of life, with each decision impacting the future generation’s ability to farm sustainably and go to market.
Since founding Shuman Farms, John Shuman, President and Chief Executive Officer, has worked tirelessly to create a business that will stand the test of time. Backed by sustainable programs, cause marketing initiatives to drive the consumption of fresh produce, and more, the grower is always thinking of the future.
Now, the company’s legacy is continuing in the next generation; John’s eldest son, Luke, officially joined the team as Operations Manager in 2024, marking the third generation to contribute to the business.
“Growing up, I had a front-row seat to watching my dad lead Shuman Farms with hard work, integrity, and an unwavering commitment to doing things the right way,” Luke reflects when I ask him how seeing the way his father does business led him to the role he has today. “He’s always put relationships first—whether that’s with our growing partners, retail customers, or the communities we serve.”
Hard work and integrity seem hard-wired into the Shuman family DNA. In a previous article, Raising a Business, John and I spoke about the leadership qualities that inspire people to believe in a company. His words about respect and trust echo in his son’s three years later.
Luke’s younger brother, Jake, will join the operation next year, adding even more fresh perspectives and new energy to Shuman Farms. John notes that their involvement reflects a generational commitment to farming, sustainability, and innovation in the sweet onion category.
“Seeing my sons step into the family business is truly special. Farming isn’t just a job—it’s a way of life, built on hard work, integrity, and a passion for providing families with fresh, high-quality produce. My wife and I feel incredibly blessed and excited to see the third generation take an interest in continuing our family’s business,” John exclaims with pride.
As a strategic point of interest, Shuman Farms has long been keeping track of the values of the next generation of shoppers, which can be distilled into three categories: sustainability, transparency, and health-conscious choices.
“We recognize that the next generation of shoppers is looking for more than just quality produce—they want to support brands that align with their values. Transparency, sustainability, community impact, and education are key factors in their purchasing decisions, and we’re committed to meeting these expectations through innovative programs and initiatives,” John explains.
Under the sustainability umbrella, Shuman Farms has implemented multiple sustainable farming practices, improved its Integrated Pest Management Plan, and worked with its suppliers to adjust its packaging to utilize a third less plastic than previous designs.
And that’s just naming a few!
“Today’s consumers care deeply about where their food comes from and how it’s grown. To address this, we have invested in sustainability initiatives that not only improve our farming practices but also contribute to the long-term health of the Vidalia® onion industry. Our soil health management strategies, water conservation efforts, and energy-efficient packing facilities help reduce our environmental footprint while ensuring we continue providing the highest quality sweet onions,” John remarks.
With the third generation of Shumans stepping into the business, it’s clear that making Shuman Farms as environmentally friendly and future-focused as possible will continue.
“My dad’s dedication to sustainability and ensuring the long-term success of our farm and the Vidalia onion industry has been inspiring,” Luke says. “Seeing the impact of his leadership made it clear to me that this is more than a business—it’s a responsibility and a passion.”
Shuman Farms reflects this style of leadership through its transparency to both customers and the end consumer. You are only as good as your word, and the company’s commitment to customer service and its openness regarding its programs and services reflect this statement.
“Younger shoppers are more engaged than ever in learning about their food,” John observes. “That’s why we’ve refreshed Shuman Farms University, an educational initiative that helps our retail partners better understand Vidalia onions so they can then talk to consumers about them. Through interactive content, short videos, and a fun quiz, we’re helping produce team members gain knowledge about what makes Vidalia onions special. This program empowers produce teams to better engage with their customers, ultimately driving sales and building shopper loyalty.”
Working closely with retail partners, Shuman Farms provides solutions such as eye-catching in-store displays, digital content, and social media campaigns to highlight the versatility of Vidalia onions.
“We’re proud to be at the forefront of initiatives that resonate with today and tomorrow’s shoppers,” John notes. “By focusing on key issues, we are not only strengthening our brand but also reinforcing the importance of fresh produce in healthy lifestyles. Sweet onions can be a gateway to introducing consumers to other fresh product items, emphasizing their versatility and flavor, which are perfect for every meal. Plus, the work our Healthy Family Project team does helps families bring more fresh fruits and vegetables to their meals.”
As more of tomorrow’s shoppers age, we will need savvy members of the next generation to guide companies into their next phase of life. For Shuman Farms, Luke and Jake symbolize this growth and opportunity for both itself and the sweet onion category.
“I’m honored to take this next step, continuing to build on what my father has created while finding new ways to grow and innovate for the future,” Luke shares, highlighting his aptitude for the business.
As our conversation circles back to the family business and the legacy it holds, John expresses his excitement for what’s to come.
“Watching my sons embrace the values of hard work and integrity, while also bringing fresh energy to the business, gives me confidence in the future of Shuman Farms and the Vidalia onion industry,” John concludes. “It’s not just about carrying on a legacy; it’s about continuing to innovate, grow, and make a meaningful impact on the industry and the communities we serve.”
Living by core principles that apply to more than just business, Shuman Farms is more than ready for what the future holds. 
