Accidentally discovered during the Great Depression, the Vidalia® onion and its unintentional success have become intentionally, if not obsessively, loved by many over the past 80-plus years. Far and wide, buy-side operators and chefs gravitate toward the unique flavor and coveted exclusivity of such a sweet onion, whose distinctive taste is derived from the combination of weather, water, and soil* cultivated across 20 South Georgia counties. Those who know and love this variety best, gather here to share their words and peel the Vidalia onion back—one layer at a time…
“Growth in the sweet onion category relies on a premium, high-quality product and working with our retail partners to deliver category insights and merchandising solutions that will drive sales of sweet onions, as well as overall produce department sales. Shuman Farms continuously invests in consumer research to better understand trends and demands. We create innovative marketing programs and promotions that are research-driven and developed with the consumer in mind. It is important to understand your customer, then implement thoughtful cross-merchandising tactics along with inspiring point-of-sale materials that tell a story about your product.”
“Sales of sweet onions drive the onion category throughout the year. Therefore, it is imperative retailers give additional space to sweet onions all year. Additional displays and/or secondary displays, especially at the start of the Vidalia season and during holidays, can always generate some additional sales. The key to driving sales of Vidalia sweet onions is to build large displays and offer hot promotional pricing at the start of the season. This means a bigger sweet onion display within the onion section and next to salads as well as in the meat section for grilling and kebab themes. Be sure to sign displays as Vidalia. One of the favorite Vidalia merchandising methods is the creation of a waterfall display with graphic boxes provided by your supplier. This provides automatic marketing material that grabs consumers’ attention. The waterfall or spillover display also grabs attention by looking massive. Take advantage of regionality in display themes. The locally grown sections in supermarkets are definitely a benefit for marketing Vidalias. It’s one more avenue to educate consumers about Vidalia onions!”
“Georgia-grown Bland Farms® Vidalia onions are one of those rare gems that are only available for a limited time each year. Whether it’s building anticipation that ‘Vidalias are Here,’ or tapping into the shopper psyche of a fear of missing out on the peak-season sweetness, our marketing team supports our retailers with exciting and dynamic merchandising strategies that grab attention and drive sales. This year is no different. Our spring 2023 promo hits all the right notes—a celebrity endorsement by country music superstar Billy Currington, plus high-impact bulk displays and packaging with digital drivers to a concert sweepstakes and delicious recipes.”
“Vidalia onions are only grown in Southeast Georgia where the perfect combination of low-sulfur soils, regular rain, and mild winters produce some of the sweetest onions. There is a defined production area, and only certain counties can grow and sell Vidalia onions. These onions are perfect for burgers and onion dips. Vidalia season traditionally starts mid-April and is a perfect way to kick off spring.”
“Sweet onions contribute, on average, 30-plus percent of sales to the onion category, offering a higher margin—all with the cache of consumer fandom. That’s right, Vidalia onions come with the seasonal fans that know and love Vidalia onions thanks to their consistent, mild flavor, and they can ask for them by name. Retailers should prime themselves for Vidalia season by offering seasonal promotions and displays that excite consumers and remind them of this seasonal gem, so they get them in their cart and in their pantry for every versatile meal possibility.”
