Marketer anticipates good year for Vidalia sweet onions
Despite weather challenges, Bland Farms is on track for another big year for its Vidalia sweet onions, says Troy Bland, CEO of the Glennville, Ga.-based marketer.
“Our crops struggled with some weather adversities on the front end that impacted some plant stands of the Vidalia sweet onion crop,” Bland said. “But we’ve bounced back and the crop looks great this year, and we’ve got onions in all sizes."
Bland Farms accounts for roughly one-quarter of the entire Vidalia sweet onion volume and has the largest controlled-environment storage capacity in the industry, he said.
“Bland Farms has been on the forefront of technological changes in the field as well as the packing facility,” Bland said. “Our packing operation is totally unrecognizable as compared to just five years ago due to various [state-of-the-art] improvements throughout the entire packing process.”
With the official start date for Vidalia onions on April 17, Bland said Bland Farms will continue shipping from its Georgia farms through the end of July.
“One thing we do at Bland Farms is kick off our Vidalia season with a big promotion, and this year it’s really going to be a fantastic opportunity for our retailers and their customers,” Bland said. “This year we’re partnering with another Southern star, country music singer Billy Currington, for our Southern Stars Promotion. We’ll have ticket giveaways on packages of Vidalia sweet onions and point-of-sale materials to promote Billy Currington’s upcoming tour. In addition, there will be retailer display contests, consumer sweepstakes and prizes, social media custom promotional opportunities and so much more.”
Bland Farms has created dynamic new packaging showing country music star Billy Currington cooking with the world-famous Vidalia sweet onions.
“Customers will be able to scan a QR code and win great prizes, including Billy Currington concert tickets,” Bland said. “In addition, we have created new in-store display bins, tri-wall bin sleeves, film for our consumer bags, and POS kits with Iron Man signs as well as shelf cards for this season’s promotion.”
In addition to utilizing the marketer’s Southern Stars Promotion, Bland said retailers can maximize Vidalia sweet onion sales with cross-merchandising and product placement.
“We also provide retailers with point-of-sale material and eye-catching secondary display bins that look great and attract customers,” he said. “Cross-merchandising really enhances the shopping experience for the customers. We always recommend POS material, secondary display bins, large displays of bulk and bags.”
Bland said retailers can cross-merchandise with the marketer’s Vidalia sweet onion snacks, such as Sweet Onion Petals, and condiments like Bland Farms’ Vidalia Blossom Kit and Vidalia Peach Salsa. Those products allow customers to enjoy snacks year-round and really maximize sales, he said.
Bland said the new Vidalia sweet onion season is highly anticipated by all.
“It is always an exciting time when Vidalia’s are involved,” he said. “It’s a sign that spring is here; everyone is ready to go outdoors and spend time with their friends and family.”
Once the Vidalia sweet onion season is over, the marketer transitions to its Peru program, which lasts through January. After that, Bland Farms begins its Mexico program.
