The Vidalia onion season officially kicks off on April 12, and Bland Farms, a Glennville, Ga.-based grower, packer and shipper of sweet onions, is optimistic despite the market’s current challenges.
“The quality looks great right now and we remain optimistic for a strong market this year,” Troy Bland, CEO, Bland Farms, told The Packer. “However, every year is unique, and we expect new challenges. We do anticipate shortages due to supply chain issues and the rising costs of fuel, labor and services, which will most likely have our produce aisles looking a lot different this year.”
One reason for Bland Farms’ optimism — its new packing shed that became operational last year. The new facility has changed the way the company processes onions, said Bland. From rearranging its planning and harvest schedules to get out of the field sooner and bring in more onions to continuing to create efficiencies in its operations, Bland Farms is reimagining its onion operations.
“With the new packing shed, since no one else has done this before, there is certainly a learning curve, and we continue to monitor and adjust operations,” Bland explained. “We are looking forward to seeing it at full use and full capacity this season.”
Promotions in-store and online
To create excitement for Vidalia onions in-store and online, Bland Farms is working with Will Smith, pitcher from the World Series Champion Atlanta Braves. Smith, a Georgia native, is a fan of Bland Farms’ Vidalia sweet onions, said Bland.
Bland Farms will have POS material supporting the promotion and driving consumers to its social media pages to participate in contests to win autographed Will Smith baseballs, tickets to baseball games and more.
“Bland Farms strives to keep things exciting for both our retailers and our consumers to help drive sales,” said Bland. “We think that signage for sweet onions at the retail level is particularly important so we offer a variety of POS material that can be used leading up to and during Vidalia season.”
The company also offers its retail partners advanced pricing when needed to support advertising either in print or digital, added Bland.
“Using our display bins, which hold 40 pounds of sweet onions, in the produce department really helps drive sales,” said Bland, who also recommends secondary displays in the meat department. “When consumers go to buy meat for their cookout, they see the onions and are reminded that an onion would enhance their meal.
“Additionally, high-graphic packaging with recipes for consumers, cross-merchandising opportunities with our Vidalia brands items like Sweet Onion Petal Snacks, Blossom Sauce and Batter Mix, and implementing the POS material we have available for retailers also helps drive sales,” continued Bland.
To complement its in-store efforts, Bland Farms also actively promotes its brand online.
“Social media is a key part of our overall marketing plan and provides us the opportunity to engage with the consumer,” he said. “Here we promote inspiring images, recipes and tips that make consumers want to buy.”
Bland Farms also offers meal planning through Facebook, Instagram and its website.
