Shuman Produce is ensuring that the Vidalia onion category remains top-of-mind for consumers with popular programs and new partnerships this year. The company is bringing coupon promotions to its retail partners for the eighth consecutive year in an effort to drive sales of the company’s RealSweet Vidalia onions as well as the products that partner with Shuman through the value-added and turnkey cross-merchandising program.
President John Shuman, tells AndNowUKnow, “Over the last eight years we've featured a variety of partners within the produce department including packaged salads, in-produce refrigerated salad dressings, salad toppings, tomatoes and even mushrooms. We ship our bags of RealSweet Vidalia onions directly to our retailers with a coupon booklet attached to the front of each bag.”
Along with offers from each of the partner products, each retailer-specific coupon booklet offers a recipe utilizing each of the items. “The consumer gets the added value of a meal solution along with discounted ingredients while the retailer sees an increased ring at the register thanks to a larger basket,” Shuman continues.
This year, Shuman Produce looked outside of the produce department as well, partnering with items perfect for highlighting grilling season. Vidalia onions are a big part of summer cook-outs as consumers appreciate their versatility and include them in plenty of grilled favorites. Shuman offered coupons featuring Johnsonville Sausage, BUBBA burger and French's mustard that fit perfectly in a grilling cross-merchandising program and allow for the possibility of great meal solutions for the summer. Research shows that making it easy for the consumer by putting everything they'll need to create a meal in one place is a sure way to positively affect purchase behavior.
Shuman tells us, “Bags represent about 45% of overall sales in our Vidalia onion program and we were looking to add incremental items to this campaign to expand our reach into multiple departments. These 5 lbs. bags are a great way to promote midsize Vidalia onions as the category continues to gain in popularity.”
Taking it one step further, Shuman Produce is also offering a new display unit perfect for cross-merchandising Vidalia onions - both bagged and bulk - inside or outside of the produce department. The high-graphic displays feature images of both fresh onions and a variety of grilled recipes to call attention to the seasonality and versatility of Vidalia onions. They are perfect for merchandising Vidalias in the meat department or even building grilling-themed meal solution displays outside of the produce department.
“The harvest season is wrapping up nicely as we have transitioned from production to storage Vidalia onions this past weekend. Vidalia onions will be available through August,” Shuman notes. “Supplies this year were tight back in February, March, April from Mexico and South Texas but weather came around in May and the market has eased up in Vidalia creating an environment for great promotional opportunities.”
There are layers of opportunity with Shuman Produce as the Summer months get underway.
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Shuman Farms
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