37th Annual Marketing Excellence Award Winner: Shuman Farms

August 12, 2025 | 1 min to read

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Shuman Farms has successfully expanded Shuman Farms University for the fourth year, enhancing its platform to educate teams on sweet onions like Vidalia onions. The redesigned, interactive website was launched at SEPC's Southern Exposure via a vibrant booth and a promotional strategy involving QR-coded materials. This initiative has resulted in over 300 graduates earning a Degree in Flavor, fostering a community of professionals dedicated to increasing Vidalia sales in retail.

PROMOTION

Shuman Farms University

STRATEGY

For the fourth consecutive year, Shuman Farms has expanded Shuman Farms University, the edutainment-based platform designed to educate produce department teams across the country about sweet onions, especially the unique qualities of Vidalia onions. In 2025, they took Shuman Farms University to the next level with a fully redesigned and reimagined website experience. The updated platform is now more interactive, mobile-friendly, and content-rich than ever before. To launch the new platform, they debuted Shuman Farms University with an interactive booth experience and featured presence in the Fresh Ideas Bright Arrivals showcase at SEPC’s Southern Exposure. The launch campaign included a multi-touchpoint promotional strategy to reach and activate retailer partners and industry stakeholders, with eye-catching stickers with scannable QR codes, sent colorful postcards (also QR-coded) directly to retail partners, and deployed an e-newsletter campaign introducing the refreshed university.

RESULTS

To date, the university has welcomed over 300 “graduates” who have earned their Degree in Flavor, complete with a printable certificate, from retailers across the country. New participants continue to sign up each week, helping build a strong community of produce professionals who are better equipped to drive Vidalia sales at retail.