Georgia Grown Produce Offers Variety

There is a wealth and diversity of products grown and produced in Georgia.

Originally printed in the May 2024 issue of Produce Business.

Shortly before the spring season began this year, Georgians celebrated a significant milestone. The Georgia Department of Agriculture commenced its 150th year with Georgia Ag Week, March 18 to 24. Commissioner Tyler Harper invited participants to join in activities aimed at deepening understanding and appreciation for Georgia’s No. 1 industry.

“Georgia’s unique climate and fertile soil create optimal conditions for growing a diverse range of high-quality produce, including Vidalia onions — the state’s official vegetable,” says John Shuman, president and chief executive officer of Shuman Farms, Reidsville, GA.

Georgia ranks first in the U.S. in the production of peanuts and pecans, second in cantaloupe and watermelon, third in peaches and bell peppers, plus blueberries, cucumbers, onions, snap beans and cabbage. Georgia farms produce even more varieties — a myriad of greens, tomatoes, sweet corn, squash, plus assorted herbs.

But it’s the Vidalia onion crop that generates the most attention among food enthusiasts.

2024 VIDALIA CROP

A southeast region of only 20 Georgia counties grows onions with exceptional quality and flavor, which defines the taste and nutritional value of Vidalia onions. The Vidalia Onion Act of 1986 established that area and trademarked the name.

Their unique, mild sweetness is attributed to the climate, low sulfur soil and water conditions, and each year, weather and soil conditions dictate the timing of the first release. With as much fanfare as it deserves, the Georgia Agriculture commissioner announces the official pack date. For 2024, it was April 17.

Yields look good this year, says Shane Curry, executive director, Vidalia Onion Committee, Vidalia, GA, and harvest will likely continue until May. Different varieties allow onions still in the fields to continue the process of digging, packing and grading. Controlled atmosphere storage keeps the onions in top form until about early September.

“For three generations, Shuman Farms has been a leading grower and shipper of Vidalia onion in the state of Georgia,” says John Shuman. “Our focus this Vidalia season this year is edutainment — creating content and programs that are engaging and entertaining to teach consumers about sweet onions, healthy eating, and fresh produce.”

“Based on our own research and industry trends, there is a lot of opportunity to educate the next generation of shoppers (young Millennials and Gen Z) on fresh produce.”

Shuman says reaching this age group is different than previous generations. “We are aiming at educating consumers, helping them with their health and wellness goals, increasing their knowledge about items in the produce department, and teaching them culinary skills that will empower them to cook with fresh ingredients.”

He says with the addition of Generation Farms’ assets, they have expanded the Vidalia onion program by 30%, and capital improvements to facilities have increased its storage capacity by nearly 25%. “These enhancements enable us to continue distributing Vidalia onions through Labor Day, ensuring a steady supply for our partners.”

“By working closely with our retail partners executing our innovative marketing programs, we can effectively communicate the story behind our products and deliver exceptional experience to shoppers seeking the best of Georgia Grown produce.”

Bland Farms, Glennville, GA, also carries a legacy rooted in tradition, with over 75 years of family farming, according to Troy Bland, chief executive. “Through the generations, we’ve expanded from a humble, 50-acre farm to the largest grower, packer, and shipper of Vidalia sweet onions.”

“Delbert Bland became the first in the industry to market sweet onions year-round,” he adds. “After Vidalia season (mid-April through August), we bring in our Premium Sweet Onions from Peru and then Mexico to keep up with consumer demand year-round.”

Bland Farms owns both domestic and international farms. “It’s our boots on the ground, so we know that our customers are getting the freshest sweet onion 365 days a year.”

ADVANTAGES TO SELECTING GEORGIA

Will McGehee, owner, Genuine Georgia, Fort Valley, GA, shares the advantages of Georgia produce. “Our Georgia peaches are harvested before lunch, packed after lunch and loaded onto waiting trucks and delivered to most East Coast distribution centers the next morning, and all East Coast distribution centers within 36 hours.”

“Fresh equals flavor. We are able to pick our peaches more tree-ripened because we can get to the market so rapidly.”

“Most of our produce is grown by multi-generational families who pour their souls into their harvest. This dedication can be tasted in every bite.”

— Will McGehee, Genuine Georgia, Fort Valley, GA

Plus, McGehee adds, “most of our produce is grown by multi-generational families who pour their souls into their harvest. This dedication can be tasted in every bite.”

Andrew Scott, vice president of marketing and business development, Nickey Gregory Company, Forest Park, GA, a distributor, repacker and processor, agrees. “Being located in Atlanta, we have the luxury of growing regions within an overnight drive from our warehouses, including Florida, Georgia, South Carolina, North Carolina, Tennessee, Virginia and Ohio. We are able to backhaul our loads and control the cold chain from our vendors to our warehouse.”

“For us, as wholesalers, every day is different in our world. We put efficiencies in place to optimize the cold chain, from receiving fresh produce, to storing at the proper temps by category and onto deliveries via our tractor-trailers to our customers across the Southeast,” Scott says. “We can only control what we can touch from our warehouse to our customer.”

SELECTIONS FLOURISH

Peaches:

Renowned for its peaches, Georgia lost 90% of its peach crop in 2023 due to a late freeze in mid-March that hit much of its southeastern orchards, according to University of Georgia’s Cooperative Extension Agent Jeff Cook. However, with more acreage and new varieties this season, growers are optimistic.
Duke Lane III, sales representative, Lane Southern Orchards/Lane Packing, Fort Valley, GA, reports that more than 10,000 acres will be harvested this season, and the new varieties are promising.

In addition, newer varieties with varying chill hour requirements are undergoing research in the Southeast.

Peanuts:

Georgia leads U.S. peanut production. Many other states also grow peanuts, but the Economic Research Service of the U.S. Department of Agriculture reports that Georgia outproduces all other states combined.

Don Koehler, executive director of the Georgia Peanut Commission, Tifton, GA, says per capita consumption in the U.S. “is at record levels, about 7.8 pounds per person.”

“Georgia grows almost exclusively runner-type peanuts,” he explains. Runner peanuts’ largest use is in peanut butter, followed by snack nuts and candy, which are somewhat similar by quantity.

Supermarket produce sections are typically fruit and nut-prepackaged blends.

Pecans:

The 2022 U.S. Department of Agriculture Census of Agriculture reveals that utilized production of improved pecan-bearing acreage in 2022 increased 46.8% over 2021. Moreover, Georgia’s 132 million pounds in 2022 represents 48.8% of the U.S. total pounds production.

Signs point to elevated consumption. Enterprising suppliers are changing pecan usage from baking to snacking, particularly with flavored pecans. Two leading companies recently announced collaborative efforts to augment healthy, flavorful snacks.

Pecan Nation partner Lane III, says the partnership with South Georgia Pecan “allows our brand to remain at the forefront of flavor and innovation while keeping our pecans affordable and always available to consumers.”

Greens:

Baker Farms, Norman Park, GA, produces and ships collards, turnips, kale, flat and curly mustards, chards, dandelions, broccoli and various cabbages throughout the East Coast. Heath Wetherington, chief operating and financial officer, notes, “Baker Farms produces premium greens 12 months a year. They are cut to order, and when harvested from the field, topped with ice, and washed with microbial tested water, quality and freshness are assured.”

“It’s important not to break the cold chain. The greens are shipped within hours.”

Baker Farms supports membership in the Leafy Greens Council and the Georgia Fruit and Vegetable Growers Association as well as Georgia Grown.

GEORGIA GROWN DEVELOPS MARKETS

Operated by the Georgia Department of Agriculture, the Georgia Grown program is a marketing and economic development program designed to showcase the wealth and diversity of products grown and produced in Georgia.

“Our Georgia Grown program is the best in the nation,” McGehee declares. “We have a Commissioner of Agriculture, Tyler Harper, who is investing every day in the promotion of our produce across the retail sector. The Georgia Grown program, and its logo, is a great way to communicate consistently where the produce comes from. Our retail partners are always positive of our produce and the Georgia Grown logo.”

Matthew Kulinski, program coordinator, Georgia Department of Agriculture, Atlanta, GA, says, “We aim to connect Georgia producers with consumers, retailers and distributors and help to boost local economies and support our state’s agricultural heritage.”

Koehler says the Georgia Peanut Commission promotes health and nutritional benefits, but are now working with a major supermarket chain to include their brand. He adds, “Our affiliation with Georgia Grown makes a double hit for Georgia through the two brands.”

Kulinski reports that Georgia Grown’s base of numerous produce members is continually growing, and with its local market success, it’s not just in the Southeast, it has extended into the Midwest.

The program operates with limited state funding, Kulinski adds. “A significant portion of our funding comes from membership dues, which are reinvested into the program to support marketing events and promotional activities. Additionally, we successfully secure outside grants that enhance our ability to extend our reach and impact further. This model not only ensures fiscal responsibility but also aligns with our mission to directly support our members’ growth and success.”

Kulinski points to the recent achievement of partnering with IGA stores, which has reached a broader market.

“Our partnership with Georgia Grown was a natural fit,” says Megan Drazer, senior manager, shopping content marketing, The Independent Grocers Alliance (IGA), Chicago, IL. “It allows our retailers to tout what they already do so well, supporting local, while also enhancing visibility for American products in a department of the store that typically receives limited marketing funding.”

“Locally owned grocers are the community champions of local products,” she adds, and IGA’s strategy of “Local Equals Fresh” shines a light on the benefits of supporting local.

IGA’s first campaign on Vidalia onions, along with watermelons, blueberries and corn, was formed with 150 operators in the Southeast. During May-July 2023, in participating stores, Vidalia onion sales increased nearly 50%. Georgia watermelon, blueberries and corn ranged from 15% to 38% greater sales. Two subsequent campaigns, Drazer says, will continue to work together to support local communities.