Campaign set for TX1015 sweet onions

The Texas International Produce Association says harvest for Texas 1015 sweet onions is set to kick off, with a marketing campaign to follow. 

The promotional activities, funded through a USDA Agricultural Marketing Service Specialty Crop Block Grant administered by the Texas Department of Agriculture, aim to boost brand recognition and sales for TX1015 sweet onions, targeting both retailers and consumers, according to a news release.

Throughout the season, the comprehensive campaign will use various digital and in-person platforms to increase consumption and drive sales.

“We’re excited to offer this behind-the-scenes look at the individuals behind the TX1015 sweet onion and to honor the dedication of the families and farmworkers whose commitment to quality is feeding families across the country," Dante Galeazzi, president of the Texas International Produce Association, said in the release.

"It’s important to know where our food is coming from and to understand the profound connections that we have with our produce through the growers in our local communities," he said.

Building on its 2023 campaign, TIPA will release a new video series, “Peeling Back the Layers of the TX1015,” highlighting the stories of the Texans who cultivate the onions and offering consumers a deeper connection to the heritage, hearts, and hands behind each onion, the release said.

Consumer-facing promotions in this year’s campaign are intended to extend to a broader audience than ever before, TIPA said.

Shoppers can anticipate promotions such as the “Sizzlin’ Flavor” sweepstakes (which features over $1,000 in prizes), monthly social media giveaways, a food influencer recipe contest and the release of a cookbook highlighting the versatility of Texas’ favorite sweet onion.

For the second year, the Texas onion industry will collaborate with Texas food legend David Elder of “Texas Eats” to highlight the history and significance of the official vegetable of the Lone Star State. Additionally, residents and visitors within the Rio Grande Valley can anticipate the return of the Annual TX1015 Eat Sweet Restaurant Week event, during which local restaurants will feature special menu items incorporating TX1015 sweet onions.

“This year’s dynamic campaign is already off to a fantastic start, and we’re confident it will reach new audiences and leave an impact statewide and beyond,” Galeazzi said. “Many consumers are not aware that all U.S.-grown sweet onions were bred from the original TX1015 sweets, and we’re on a mission to change that."

The harvest of TX1015 onions has already begun in Texas’ southern counties. While a brisk January has affected early yields, availability is anticipated to rise substantially as temperatures increase in the Rio Grande Valley. Thanks to mild winter conditions, exceptional quality is anticipated, according to the release.

Excellent quality, size and availability are expected to continue throughout the summer as the harvest begins in the Wintergarden region in another six to eight weeks, the release said. Overall, the season will bring an abundance of TX1015 sweet onions, which will be available in stores across the country, according to the TIPA.