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PHOTO COURTESY OF PERI & SONS
Since onions are a must-have item, Gibson says a retailer can use onions’ popu- larity to boost sales of other items inside and outside of the produce aisle. “In addition to potatoes, onions can be paired with party dip ingredients, stuffing mixings, seasonal side dishes and tailgate fixings, and at the meat counter,” she says. “There’s plenty of oppor- tunity.”
Gill of Gills Onions notes the importance of occasion-based cross merchandising. “This technique during events such as Super Bowl or a big holiday helps shoppers find what they need immediately when they walk into a store,” he says.
According to K-VA-T’s Cox, Cinco de Mayo is a great example of holiday promo- tion. “Stores can display onions, avocados, limes, and other products used in holiday cooking,” he says.
Summer cooking promises ample reward. “Promoting sweet onions with different items on the grill is always successful,” says Blume. “Promoting with salad items also works well.”
During the summer months, Vidalia growers recommend cross-promoting with other Georgia grown products. “Georgia also grows watermelon, blueberries, peaches and sweet potatoes,” says Stafford. “These are all great items to cross-merchandise with onions. We encourage a Georgia Grown or local grown section highlighting Vidalias with other local or Georgia products.”
Retailers also can shake up sales with value-added options. “Gills Onions sells fresh-cut yellow and red onions in 7- and 8-ounce cups, a convenient size for most shoppers making a single meal,” says Gill. “For fresh-cut onions most chain stores allot one facing per item with three to four cups high. This includes red and yellow onions, as well as our celery/onion blend during the holidays.”
Megan Jacobsen, head of marketing for Gills Onions, recommends making it easy for consumers to cook without a significant
amount of food waste. “Onions are a staple item in so many recipes families make,” she says. “With proper positioning of value- added products, you can improve the shopper experience and make cooking at home more convenient for them.”
6. CONNECT WITH CONSUMERS
Even something as predictable as onions become more interesting as growers and marketers link to consumers. “Consumers support brands they feel a connection to,” says
Gibson of Peri & Sons. “We’re providing that connection in several ways, including easy QR code access to step-by-step preparation and cooking tips, a fast-and-fun video tuto- rial and a delicious array of low-fat, dipping- sauce recipes. During the promotional period, consumers can enter to win a popular portable gas grill, too.”
Jacobsen reminds stores that Millen- nials are changing the way business is done. “They are health-conscious and price-sensi- tive,” she says. “The story of where their food
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