The much-anticipated start of the Vidalia onion season is just around the corner, and Glenville, Ga.-based G&R Farms is ready to deliver the fresh crop to consumers everywhere, says Steven Shuman, vice president of sales for the marketer.
“A combination of factors including strong demand have kept the onion market tight,” he said in mid-March. “The good news is the Vidalia onion season is looking good and will hopefully bring relief to buyers and sellers. Last year’s weather issues put some pressure on the crop creating quality issues, but as things stand today it’s looking to be a strong 2024 season.”
G&R Farms has invested in varietal testing, production research and postharvest technology that continue to evolve to make sure the supplier ships a premium Vidalia onion that is consistent in its flavor, quality and appearance every time a consumer makes a purchase, Shuman said.
Retail shine
With sweet onion sales accounting for 35% of the onion category, stronger promotional efforts at retail involving large endcap displays, bins and cross-merchandising opportunities can increase market share, Shuman said.
“Displays and point-of-sale [signage] that include messaging such as ‘Vidalia onions in season now,’ ‘Locally grown,’ and ‘Vidalia onions available now’ are a few ways to capitalize upon the only onion consumers ask for by name,” he said. “Recipe cards, cooking and storage tips are other ways retailers can increase impulse purchasing. With 89% of consumers making unplanned produce purchases, having attractive signage that provides tips and educational tidbits will be key in increasing sales and driving new business.”
Key holidays that retailers should focus promotional efforts upon include Memorial Day, Mother’s Day, Father’s Day and Independence Day, Shuman said. “Having grilling and barbecue campaigns paired with complementary products including burger buns, sandwich bread and barbecue sauce are few ways consumers can envision onions in their festivities and beyond.”
The future of Vidalia onions is bright, he said.
“Our programs are all about sweet onions, but they are anchored around Vidalia onions,” Shuman said. “Their sweet, mild and consistent flavors are what have consumers consistently coming back for more and ask for them by name. That is the optimism we believe in and why we continue to make investments in guaranteeing that quality so sweet onion sales can continue to increase on an annual basis.”
Company investment
Production research to manage quality and yields have helped G&R Farms continue to grow outputs across its year-round program, Shuman said.
“We’ve also added multiple postharvest packing updates including implementing new dryers, upgrading the packing shed and adding new state-of-the-art packing equipment,” he said.
In recent years, G&R Farms has revamped its website, promoted staff members across the board and developed strong relationships with retailers to enact promotional efforts throughout the U.S. and Canada, said Shuman, who added the company also has updated branding and packaging showcasing the multi-generation family farm and its commitment to growing with passion and serving with pride.
“With every bag our products relay our commitment to being 100% recyclable, hand-harvested and Georgia Grown — all integral parts of our operations,” he said.
Shuman said G&R Farms believes that consumers care where their food comes from and the impact it makes in communities.
“We remain focused on our “Growing America’s Farmers” program, dedicated to providing scholarships and grants for FFA students pursuing careers in production agriculture,” he said. “This partnership with regional and national retailers has helped raise nearly $500,000 in grants and scholarships over the past six years. We continue to offer participating retailers a variety of marketing tools to support this program.”
Shuman said one of G&R Farms’ proudest accomplishments is the evolution of its “Growing America’s Farmers” program.
“After seven years, we have provided more than 100 scholarships and grants to students across the U.S.,” he said. “Ultimately, we believe we have a responsibility to help pave the way for our youth who are looking for opportunities to participate in agriculture and become the next generation of food producers.”
With sustainability an important priority for G&R Farms, Shuman said the company remains committed to conservation programs including the Georgia-Alabama Land Trust.
“We also plant more than 4 million trees helping to make our community a better place,” he said. “Our efforts are led by Cliff Riner, who is steadfast in working with staff in our domestic and international operations to ensure that our commitment to sustainability remains a top priority.”
