Sweeten Vidalia Onion Sales This Season

Vidalia onions dominate the sweet onion category.

Say the word “Vidalia,” and sweet onion instantly comes to mind. This mild-tasting, flavorful vegetable, discovered nearly a century ago by a South Georgia farmer, grew so popular it received a federal marketing order in 1989. This officially defined a Vidalia sweet onion as one grown only in a 20-county region notable for its sandy low-sulfur soils and ideal climate.

Today, Vidalias are Georgia’s No. 1 vegetable commodity, grown by 60 growers on nearly 11,000 acres annually, with over 200 million pounds harvested. About 70% of the crop is sold through supermarkets as a premium specialty item. Limited availability, which spans from mid-April to early September, adds to the sweet onion’s appeal, creating strong consumer demand and brand loyalty.

“Customers identify Vidalias as the centerpiece of the sweet onion category,” says Vince Mastromauro, director of produce operations for Sunset Foods, a five-store chain based in Highland Park, IL.

Shoppers also look forward to Vidalia season at Harps Food Stores, Inc., a Springdale, AR-headquartered chain, with 151 supermarkets in six states. “Vidalia onions hold significant seasonal appeal due to their unique sweetness and limited availability,” says Mike Roberts, vice president of produce operations. “We do some FOMO (fear of missing out) advertising on their availability and ensure that our younger or newer produce team members get an education on them before the season starts.

“The Vidalia season typically boosts category sales, as customers anticipate and specifically request them.”

SEASON & AVAILABILITY

The 2025 Vidalia onion crop is expected to be strong, with steady availability and good quality on par with previous years.

“Last year, we experienced an exceptional Vidalia onion crop, marked by strong yields and outstanding quality,” says Chelsea Blaxton Page, interim executive director of the Vidalia Onion Committee (VOC), in Vidalia, GA. “This season, however, has faced weather-related challenges that initially impacted crop development.”

Despite these setbacks, Blaxton Page says the onions improve daily as conditions become more favorable. “Growers are increasingly optimistic, expecting an average harvest with a solid supply. We anticipate having ample volume to support sales and promotional efforts throughout the summer.”

The start of the annual Vidalia sweet onion season is determined by a “pack date” set by the Georgia Department of Agriculture. No onions can be sold as Vidalia before this designated pack date.

The start date in 2024 was April 17, but this year’s start date may be a little later, according to John Williams, director of sales and marketing for L. G. Herndon Jr. Farms Inc., in Lyons, GA.

Vidalia onions are available in three sizes: small (1 to 2-1/4 inches), medium (2 to 3 inches), and jumbo (over 3 inches).

“We will have a full range of sizes,” says Michael Blume, vice president of sales and marketing for Greencastle, PA-based Keystone Fruit Marketing, a division of Progressive Produce LLC. “We’ll offer 40-pound Colossal and Jumbo cartons and all consumer bags.”

Bulk, 3-, 5- and even 10-pound bags of Vidalia onions are on display during the season at Harps Food Stores, says Roberts. “We offer everything we can. We even carry all the extras like seasonings, Vidalia Onion Petals and Bloom kits, Vidalia Sauce, you name it. We want to give the consumer plenty of options.”

Both conventional and organically grown Vidalia onions are available. Over the years, organic Vidalia onions have comprised approximately 3% to 5% of the crop.

“When customers began requesting organic options, we responded by introducing organic Vidalia sweet onions to the market,” says Troy Bland, chief executive officer of Bland Farms in Glennville, GA. “For 2025, organic Vidalia acreage will remain steady at approximately 120 acres.”

Vidalia onions are distributed nationally and internationally and have a stronger presence in various regions.

“Georgia’s transportation advantages play a key role in efficiently shipping Vidalia onions,” says Steven Shuman, vice president of sales for G&R Farms, in Glennville, GA. “With access to major interstate highways like I-75, I-95, and I-85, shipments can reach key Eastern markets, such as Atlanta, Charlotte and New York quickly and efficiently.”

Georgia’s deep-water ports, particularly the Port of Savannah, also provide an essential gateway for broader distribution, Shuman adds, and the state’s extensive rail network and proximity to major trucking hubs “ensure that Vidalia onions arrive fresh and on time, helping meet demand with reliable delivery.”

PROCURE PLENTY

Vidalia onions dominate the sweet onion category from a sales perspective, representing over 60% of sweet onion sales, says Bland Farms’ Bland, and that number continues to rise.

A big reason for this uptick is that Vidalias aren’t just your grandma’s sweet onion. True, 58% of Vidalia buyers were Baby Boomers or older, according to the demographics described in the July 2023-published research, in the Journal of Food Distribution Research. However, while Millennial and younger customers represented only 9% of buyers, this number jumped to 15% of potential buyers.

“Vidalia onions have strong brand recognition, particularly among older generations who have grown up cooking with them. However, as consumer demographics shift, it’s essential to engage younger shoppers — Millennials and Gen Z — who prioritize flavor, convenience and cooking inspiration,” says John Shuman, president and chief executive officer of Shuman Farms, in Reidsville, GA.

“These consumers respond best to edutainment — a blend of education and entertainment — through engaging content highlighting Vidalia onions’ versatility.”

There’s an even broader customer demographic for Vidalias that makes procuring enough volume, along with targeted merchandising and promotion, the key to maximizing sales and profits.“For ethnic populations, emphasize the versatile use in various global cuisines, showcasing how Vidalia onions enhance traditional dishes,” says Bland Farms’ Bland.

Bland says for upscale consumers, focus on Vidalia onions’ premium quality and gourmet appeal, promoting their use in recipes and fine dining. For value-conscious consumers, he recommends offering budget-friendly meal solutions that incorporate Vidalia onions, demonstrating their value and flavor. These shoppers also respond well to bulk packaging and promotions.

RING UP THE SALES VELOCITY

Retailers can sell more Vidalias by ensuring the freshest product is always on the shelf. Do this by promoting turnover and sell-through via high-velocity merchandising and promotion techniques.

“We encourage our retail partners to leverage the Vidalia brand to differentiate their onion offerings, increase basket size, and create engaging in-store promotions,” says Shuman Farms’ Shuman.

Cross-merchandise Vidalias in the produce department and throughout other high-traffic areas of the store with clear Georgia Grown branding to draw attention and highlight their quality, suggests Matthew Kulinski, director of marketing for the Georgia Department of Agriculture (GDA), in Atlanta, GA.

“Showcase them alongside tomatoes, peppers, and avocados for fresh salsa recipes, and place them near baking potatoes to inspire easy meal ideas,” he says.

Sampling and recipe cards can boost engagement, encouraging shoppers to experience their natural sweetness firsthand. “Since Vidalias are a limited-time seasonal product, retailers should emphasize a ‘get them while you can’ message to drive urgency and sales,” Kulinski says.

As for price promotion, Roberts notes Harps advertises Vidalia onions two or three times per month into July. “They are a needle mover in the ad flyer, both online and in the paper.”

RETAIL PROMOTIONAL SUPPORT

The GDA is partnering with key Southeast, Midwest, and Northeast retailers to boost Vidalia onion sales as part of the Georgia Grown spring advertising campaign. This includes in-store activations, retailer-specific co-branded promotions, social media giveaways, and consumer engagement campaigns, says Kulinski.

“We also host Georgia Grown events featuring Vidalia onions to reinforce their premium reputation,” he adds. “These efforts will maximize seasonal impact, drive sales, and strengthen the presence of Georgia Grown produce in key markets.”

This year, the VOC is refreshing its brand with a new, user-friendly website and a dynamic social media campaign, says Blaxton Page. “We’ll highlight what makes Vidalia onions unique, from their signature sweetness to the dedicated farmers behind them, while sharing rich stories, behind-the-scenes insights, and the heritage that sets them apart.”

As for grower-led initiatives, Shuman Farms provides marketing support to its retailer partners, including customized in-store promotions, digital marketing, and recipe development, says Shuman. “We continue to invest in consumer education through digital campaigns, social media engagement, and video content highlighting Vidalias’ versatility. Retailers can leverage these resources to create engaging in-store and online promotions that drive traffic and increase sales.”

This will be the fourth year that L.G. Herndon Jr. Farms will partner with the Gary Sinise Foundation, which benefits the nation’s veterans, first responders and defenders, for a promotion two weeks before Memorial Day and two weeks before the Fourth of July. The grower ships its Vidalias in co-branded 2-, 3-, 4- and 5-pound consumer bags printed with information on the back about the foundation, including a QR code.

Herndon also offers a high graphic-themed display shipper for retailers to showcase this partnership. Herndon Farms donates 5% of the gross sales from its Vidalia campaign, up to $25,000, to the foundation.