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merchandising review sweet onions
nHISTORIC ONIONS
Vidalias were accidentally discov- ered in 1931 when a grower expecting to harvest a regular hot onion found his onions were sweet. Vidalia’s rep- utation spread, and the deal expand- ed in the 1980s. “Vidalias are often imitated, but never duplicated,” says Bob Stafford, manager of the Vidalia Onion Committee (VOC), Vidalia, GA. “We are the king of the sweet onions.”
Vidalia sweet onions account for 60 percent or more of sweet onion cat- egory sales. “There is room for us to increase in the category,” says Staf- ford. “There are other sweet onions, but there’s not a big supply other than Vidalias during April, May and June.”
From June 10 to Aug. 10-14, grow- ers in Washington harvest Walla Walla sweet onions. The onion, which traces to 1900 when the first onions were plant- ed in Southeast Washington, are still known as heirloom sweet onions, says Michael Locati, president of the Wal- la Walla, WA-based Mike Locati Farms, Inc., and marketing chair for the Walla Walla Sweet Onion Marketing Commit- tee. “The growing area with the soils we have is special,” he says. “Our on- ions have a nice crunch and juiciness, followed by a nice mild onion flavor.
“We have a great position in that sum- mer fresh onion market,” he says. “If you
look at the calendar, we fit in well. For the month of July, there’s really no other competition. We are an original onion, not a Granex hybrid, which some may be growing and calling a sweet onion in other places to capitalize on marketing.”
John Vlahandreas, national onion sales director of the Idaho Falls, ID-based Wada Farms Marketing Group LLC, characterizes the Walla Wallas as “a consistent deal” whose growers “do a great job” with their smaller deal. “The name rolls off the tongue,” he says. Wada Farms sources sweet onions from California’s Imperial Valley April 20 through early June. Vlahan- dreas calls Imperial Valley Sweets “one of the sweetest onions around.” More sweet onions are being harvested in the spring. “We have a lot more to choose from now than we had years ago,” he says.
During the spring and summer, Potan- don also sources sweet onions from the San Joaquin Valley. The deal works well as trucks can pick up skids for LTL (less- than-truckload) shipping, from the re- gion’s many other products, says Mark Breimeister, sweet onion specialist with Potandon Produce LLC, Idaho Falls, ID.
Meanwhile Texas 1015 sweet onions, which were developed at Texas A&M in the early 1980s and get their name from their suggested planting date of October 15, are available spring through summer. pb
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Dees. “During the appropriate time of year, sweet onions can partner with an outdoor theme to encourage grilling, tomatoes and jalapeños for tailgate salsa or carrots and sweet potatoes near the holidays.”
Proper placement is important. “Put them in places such as near the hamburger section,” says Roberson. “There’s nothing better for a hamburger than a Vidalia onion. When you put a cold crisp slice of a Vidalia on a hamburger, it makes hamburgers gourmet burgers.”
Bland Farms’ “create your own sandwich” promotion gives shoppers $1 coupons appli- cable for each of the following items when purchased together: onions, a particular type of meat, salad dressing or mayonnaise. “These kinds of promotions are a lot of fun, too,” says Bland. “It’s things the shoppers will buy, anyway, so lead them in the direction you want them to go. There’s always something to cross-mer- chandise with onions. You can eat an onion
with anything.”
In May, Shuman Farms plans in-store
and online promotions to match the excite- ment and consumer demand for Vidalias. The company also plans to offer RealSweet onions that support Feeding America. “In the United States, one in six children face hunger every day,” says Shuman. “We know that summer break, without school breakfasts and lunches, is a particularly vulnerable time for those in need. Shuman Produce will provide 50,000 meals to families and will continue to work with Produce for Kids to spread awareness about hunger.”
Promotions are instrumental in increasing sales. “Build the category with promotions and intel,” advises Onions Etc.’s Kelso. “A strong produce department’s sales is led with the onion category. You ignore and don’t promote the onion, big mistake. Show me a consumer that does not buy onions, and I will show you a consumer who does not cook a lot.” pb