With the Vidalia onion season officially underway on April 12, the Vidalia Onion Committee of Vidalia, Ga., is hopeful that last year’s strong year-over-year sales trend will continue. The committee reports a 13.7% increase in sales in the 2021 season compared to the 2020 season.
As to the 2022 season, VOC Chairman Cliff Riner told The Packer that, as consumers resume entertaining and hosting get-togethers, the market may see an increase in sales of Vidalia onions or at least sales levels “in line with previous years.”
Retailers can play an important role in driving sales of Vidalia onions.
When it comes to capturing shoppers’ attention, both in-store and online during the four months of Vidalia onion season, John Shuman, president and CEO of Shuman Farms, has seen firsthand strategies that work. The Reidsville, Ga.-based Shuman Farms also relies on research to inform its merchandising recommendations.
“Based on our consumer research, we know that merchandising Vidalia onions throughout the produce department is important to maximizing sales,” Shuman said.
To help support in-store efforts, Shuman Farms offers full-color, high-graphic secondary display bins that can be placed in the produce department, as well as the meat department. “To maximize sales opportunities and help consumers with their meal-planning needs, retailers can use secondary display units and other promotional materials throughout the store to drive that incremental item in the basket,” added Shuman.
Secondary displays can be used to complement items, such as bagged salads, peppers, mushrooms and potatoes, Shuman said. Additionally, he recommends retailers focus on the importance of seasonality, spring and summer holidays, as well as consumer trends during Vidalia season.
“For example, we are seeing the topic of ‘meal planning’ driving search inquires; therefore, we recommend retailers create meal solutions that include Vidalia onions and other items from the store, like peppers, mushrooms, tomatoes, etc.,” said Shuman, who further noted that Vidalia onions pair well with grilling season.
This year, Shuman will offer retailers conventional and organic Vidalia onions in bulk or in bags. Starting in May, Shuman Farms “will have several promotions, both in-store and online, to match the excitement and consumer demand for Vidalia onions,” he said.
In addition to cross-merchandising initiatives and on-pack coupons, Shuman Farms will offer its retail partners several options for in-store signage and display bins. All display materials highlight the qualities and health benefits of RealSweet Vidalia onions, said Shuman. The company also says it plans to celebrate its third annual National RealSweet Vidalia Onion Week, May 1-7.
Vidalia crop update
Shuman Farms is a year-round grower, packer, and shipper of sweet onions. Marketed under its RealSweet brand, Shuman Farms’ onions hail from Vidalia and Texas, as well as outside the U.S., from the South American country of Peru. The sandy soil and unique climate, including mild, short winters, contribute to the Vidalia onion’s mild, sweet flavor, Shuman said.
In an approximately 10,000-acre industry, Shuman Farms — together with its family of farms — grows, packs and ships 2,200 acres of Vidalia onions. “This year’s crop looks to be of good quality, with a variety of sizing available to fill the needs of our retail partners,” Shuman said.
A Georgia-based company gives back
In addition to its other charitable efforts, in June 2019, Shuman Farms began shipping its RealSweet Vidalia onions in special Feeding America bags. Through the sale of these bags, a donation is made to Feeding America, which contributes to efforts to provide the estimated 29.6 million students on free and reduced lunch programs with food during the critical school break periods.
Looking ahead at the balance of 2022, Shuman Farms says it plans to continue its “hyperlocal efforts by providing additional fresh product donations to the communities of retail partners who engage and support our Feeding America programs in June, November and December.”