Reidsville, Ga.-based Shuman Farms is leveraging name, image and likeness (NIL) partnerships with college athletes — including University of Georgia linebacker C.J. Allen and Georgia Southern University wide receiver Josh Dallas — in an effort to connect with the next generation of shoppers, says John Shuman, president and CEO.
“These partnerships tie naturally to football and tailgating season, offering family-friendly, game-day recipe inspiration featuring premium sweet onions,”
he says.
“By linking produce to sports and lifestyle moments, we’re helping retailers position sweet onions not just as an ingredient, but as a centerpiece for seasonal meals and celebrations,” Shuman explains.
The company is using NIL activations to enable the firm to reach Gen Z and younger millennial families through digital and social channels, where they are most engaged, he says.
“These efforts are designed to inspire cooking at home and to demonstrate the versatility of sweet onions in quick,
approachable recipes that fit busy lifestyles,” Shuman says.
Sweet onions, and all fresh produce, are an essential part of the Food as Medicine movement, he adds.
“By promoting fresh produce through retail programs, NIL partnerships and awareness campaigns, Shuman Farms is helping consumers connect the dots between flavorful meals and better health outcomes,” Shuman says.
