Sweeten Sales with Sweet Onions

A variety of sweet onion types herald the season.

Imagine food preparation without sweet onions. Whether raw or cooked, milder, sweet onions are indispensable in today’s kitchens.

“I believe the demand for sweet onions will continue to rise. Over the past five years, we’ve seen our own demand grow exponentially,” says Ryan Conlon, sales manager for year-round grower, packer-shipper Progressive Produce, Los Angeles, CA. “As more consumers discover and prefer the unique flavor profile of sweet onions, interest naturally increases. Many retailers have found it beneficial to offer both bulk options and consumer bags to meet this growing demand.”

Jeff Brechler, sales representative, Little Bear Produce, Edinburg, TX, agrees the market growth is steady. “Customers enjoy mild onions. They like the low acidity, and look for mildness for raw, sautéed, and baking. Chefs prefer sweetness to caramelize.”

Simply put, “more people realize the great taste and value of a sweet onion,” says Kim Brunson, manager, Walla Walla Sweet Onion Marketing Committee, Kennewick, WA.

In recent years, the Vidalia onion category has dominated consumer interest in the sweet onion category, says John Shuman, president and chief executive of Shuman Farms, Reidsville, GA. “Vidalia onions are the heart and soul of our business.”

“We’re committed to ensuring that Vidalia onions continue to be a household staple and a high-performing category for retailers.”

YEAR-ROUND AVAILABILITY EXPANDS SALES

The sweet onion category benefits from year-round availability, thanks to regional production shifts throughout the seasons, according to Conlon, who adds Progressive Produce has a “traveling fresh sweet onion program.”

The calendar starts with Mexican Mayan Sweets, which it packs and distributes January through most of April. Midway through April, they start the Vidalia program, even though not all their partners transition with them. Then, in May, Progressive Produce ships California flat onions through June into July.

“Walla Walla Sweets start becoming available just in time for the Fourth of July and run through August. Then we start packing and distributing our Peruvian Mayan Sweets through the end of the year,” says Conlon.

Sweet onions, like most items, sell more with the proper promotion. Signage with recipes helps consumers utilize sweet onions in ways they may not have thought of.

Ryan Conlon, sales manager, Progressive Produce, Los Angeles, CA

This season, Little Bear Produce produced some harvests as early as February, and Brechler predicts the harvest will continue with good quality. Their yellow, sweet, mild Honey Sweet commands accolades, and they also grow Honey Suckle red onions.

TX 1015 Sweet Onions, administered by the South Texas Onion Committee, are available from March until mid-July. According to marketing order manager Dante Galeazzi , the Rio Grande Valley supplies the market during March through early/mid-June, and the Winter Garden Region supplies the market around late April through July.

“This year, Uvalde is starting earlier — around April 10 — two weeks ahead of schedule,” Galeazzi says.

This year, Vidalia onions were available beginning April 15, the official pack date set by the Georgia Department of Agriculture and the Vidalia Onion Committee (VOC). Usually, they run until Labor Day.

Afterward, the onion companies transition to Mexican and Peruvian onions to continue the premium sweet onions.

Sloan Lott, director of sales, Bland Farms, Glennville, GA, forecasts a slightly smaller crop this year, due to colder, wetter conditions during the growing season.

“It was unexpected that our crop would endure a tropical storm, a hurricane, floods, and even 6 inches of snow — but that is exactly what happened,” says VOC Executive Director Shane Curry when announcing the pack date. “Despite these unpredictable conditions, our crop has managed to withstand the challenges with only minor damage. We are eager to provide our consumers with the high-quality Vidalia onions they look forward to each year.”

In its rich, sandy loam in California, JJB Family Farms, Stockton, CA, produces white, yellow and red onions, as well as sweet onions and organic onions. They ship spring and fall for their locally grown onions, principally for California retailers.

Manager Derrell Kelso acknowledges demographic preferences — Hispanics generally prefer whites, while South Asian, Indian and Pakistani cooks use more red onions. European culture, Kelso reports, demands more yellow onions. Sweet onions lead some of their branded bags.

PACKAGING CATERS TO MARKET

Conlon says, over the years, packaging has changed a lot, from retail partners just carrying onions in bulk to bagged options available now in 2- to 8-pound bags.

“More retailers are shifting toward bagged Vidalia sweet onions over bulk,” Lott notes. “Over the past five years, our bag business has nearly doubled — what started with four baggers under the grader is now eight, running full throttle.”

At Locati Farms, Walla Walla, WA, grower Michael Locati has more than 23 different pack sizes, styles and specifications. “We do whatever the customers ask.”

Kelso notes that the sleeves on JJB’s packages turn onion displays from a pile to a stack. Plus, he says, “Striking packaging spurs impulse purchases.”

PROPER HANDLING MAINTAINS FRESHNESS

Galeazzi says the beauty of the TX 1015 Sweet Onion is its long shelf life. With their higher water content and less pyruvic acid, they average jumbo sizes, suitable for storage, “with the proper handling and care.”

Progressive Produce’s Conlon recommends storing whole onions in a cool, dry and dark area. “Moisture can lead to issues with mold, and too much light can cause onions to start sprouting. For foodservice partners dealing with cut onions, these should be refrigerated.”

ONION NUTRITION AIDS CONSUMERS

The National Onion Association, Eaton, CO, concentrates on the nutritional benefits of onions in the diet. “Onions are so naturally full of flavor, it’s hard to imagine not having them in your pantry,” says René Hardwick, director of public and industry relations. “But when you learn that a diet rich in onions can help build your immunity, fight disease, and lower your risk for heart problems, it’s a no-brainer.”

Hardwick says the focus at the National Onion Association is to highlight onions as a nutritional powerhouse. “From enhancing flavors in culinary delights to their rich antioxidant properties, onions are not just a kitchen staple, but a vital component of a healthy diet. We’re excited to showcase their diverse benefits and encourage everyone to savor the goodness of onions in every meal.”

START WITH PROMOTING

Bland Farms plans family-focused recipes and activities for its summer campaign this season, and its sales managers will help retailers customize and maximize store engagement, says Lott.

Conlon says Progressive Produce teams up with retail partners to help them with social media campaigns for various growing regions. The company also offers bins that can be used in retail stores.

Locati recommends placing the Walla Walla sweet onions in front of the produce section, where it’s easy for consumers to find them.

Little Bear’s Brechler reminds marketers holidays are key times for traditional onion sales. “Summer has Father’s Day, July Fourth, and opportunities for tailgating at sports events,” he notes. “Lots of things for onion ingredients, such as salads and dips, attract consumers.”

At JJB Family Farms, Kelso adds, “Cross-merchandising is easy with onions. They go with anything. In recipes, they can be used for breakfast, lunch and dinner.”

Shuman recommends retailers create eye-catching Vidalia onion displays through clear signage and cross-promoting with complementary items, like grilling products, salad ingredients and fresh meal solutions. “Positioning Vidalia onions in multiple locations throughout the store — such as near the meat department during grilling season — can also help drive incremental sales.”

Shoppers love Vidalia onions, but they need to know when they’re in season and how to use them.

John Shuman, president and chief executive officer, Shuman Farms, Reidsville, GA

“We also encourage retailers to train their produce teams to confidently talk about Vidalia onions with shoppers. That’s why we’ve developed Shuman Farms University, which provides educational resources to help retail teams better understand and sell Vidalia onions,” adds Shuman.

Galeazzi says retailers have different ways of promoting the TX 1015 Sweet Onion. He says one retailer, with 2-, 3-, or 5-pound bags, has “Texas Roots” branding with packaging, highlighting county and grower suppliers. Others use private labels with the bag stating “TX 1015 Sweet Onions” and positioned as a limited-time premium product. Others use digital coupons paired with complementary items, such as tomatoes, and others use in-store coupons.

STOCK NUMEROUS ONIONS

Throughout the nation, grocery stores offer significant choices for consumers. Many supermarkets display specialty onions alongside the well-known varieties and the recognized brands. Of note, observes JBB Family Farms’ manager Kelso, “West Coast retailers stock more organic products on the shelves. The East Coast is different.”

Homeland Stores, Oklahoma City, OK, is the largest locally owned Oklahoma grocery chain, with 31 stores statewide. Using not only a weekly ad but also a monthly shoppers’ guide, onions make up more than 15 categories.

Jennifer Thomas, produce manager at the Oklahoma City Boulevard store, says holidays and sports events are the store’s busiest. Promotions, such as the date the Vidalia onions appear, also drive more customers to the store.“Customers look for quality, and what looks nice.”

Uncle Giuseppe’s Marketplace, with 11 stores in New York and New Jersey, is noted for old-fashioned Italian specialties. At the Ramsey, NJ, store, Produce Manager Eliseo Valderabano says customers look for freshness and price, “and the largest onions,” especially the jumbo size. Their customers do not particularly shop in events. “People buy onions all the time.”

The store displays onions on racks, adjacent to salads, tomatoes and packaged mushrooms. The stock is inspected constantly, with frequent rotations. They offer bulk and typically 2-pound size yellow onions, plus red and white loose onions, and scallions, shallots and pearl onions. “At the beginning of the season, Vidalia onions are especially demanded.”