Only grown in Georgia
Vidalia sweet onions are grown exclusively within a 20-county region in the southeast portion of the state of Georgia. Sweet onions continue to lead the onion category in total sales as consumers continue to value sweet onions for their mild, sweet flavor and inherent versatility in a wide variety of dishes.
High quality and high demand
Demand for Vidalia onions comes from consumers all over the United States and Canada. As May finishes, Shuman Produce’s Vidalia onion quality will remain high thanks to the amazing weather conditions. Sweet onions continue to lead the overall onion category in demand and growth. According to a 2013 study, during their window of availability, Vidalia onions account for 62 percent of total sweet onion sales. “The same study also found that Vidalia volume growth outpaced overall onion category growth,” explains Shuman, “it also drove an overall growth in sweet onion sales.”
New cross merchandising display units
This Vidalia season, Shuman Produce is offering a display unit designed for cross merchandising RealSweet brand Vidalias in multiple locations in and out of the produce department. Consumers with sweet onions in their carts are more likely to purchase produce such as peppers, tomatoes, mushrooms and bagged salad as well as fresh meats such as beef and chicken. “Research we’ve conducted with Nielsen Perishables Group indicates that sweet onions drive sales of a variety of items,” adds Shuman.
Vidalias are a summer staple
Along with use as a secondary display, these smaller sized units are perfect for creating a colorful merchandising waypoint in smaller format stores that may not have the floor space for a full-sized bin. “Vidalias are a staple at summer cookouts, and show a high purchase affinity with fresh meats,” explains Shuman, “the new display units are a perfect way to create increases in incremental sales during peak season through cross-merchandising in a wide variety of locations.”
Easy solution for consumers
“Research shows that making it easy for the consumer by putting everything they'll need to create a meal in one place is a sure way to positively affect purchase behavior,” states Shuman. During the summer grilling season, tie-ins with popular cookout items such as peppers, tomatoes, burgers, sausage and even center store items such as mustard work well to build a meal solution consumers can easily utilize and purchase as a complete package. Vidalias are typically on promotion this time of year, presenting a perfect opportunity for incremental increases. “We’ve brought this concept to market during Vidalia season for nearly a decade through our on-pack coupon program to offer a turnkey program to retailers,” adds Shuman.
Partnered with coupons
Shuman Produce partners with brands in and out of the produce department to bring this program to market. “We ship bags of our RealSweet Vidalia onions to participating retailers with a coupon booklet already attached to the front of each bag,” states Shuman, “along with offers from each of the partner products, each retailer-specific coupon booklet features a recipe including all of the items. The consumer gets the added value of a meal solution along with discounted ingredients, while the retailer has a built-in cross merchandising tool and sees an increased ring at the register thanks to a larger basket.”
Vidalia Lifestyle
This Vidalia season, Shuman Produce is teaching consumers How to Speak Southern with a brand new promotion designed to share the unique story behind Vidalia onions and the families that grow and ship RealSweet Vidalias. Through a brand new website, social media channels, a collection of creative video content, an interactive contest, and information about the history behind Shuman Produce, the company is providing a glimpse into the Vidalia sweet onion industry and life in Southeast Georgia.
For more information please contact:
Adam Brady
Director of Marketing
Shuman Produce
Tel:912.557.4477
Fax:912.557.4478
adam@shumanproduce.com
www.realsweet.com
www.howtospeaksouthern.com