Brian Silvas Reveals Bland Farms' Holiday, Seasonal, and Year-Round Planning Strategies for Buy-Side Success
GLENVILLE, GA - As we watch the produce department change like the seasons this November, Bland Farms’ holiday planning is underway with current campaigns and big horizon items in store for the company’s buy-side partners. Brian Silvas, Sales Manager, has much to share in this regard as he details what the company has been up to as we break into the holiday run.
“We have started packing and shipping our Peruvian sweet onions in our Premium Sweet Onion packaging and the crop is excellent. Our tailgating-themed fall promotion, Gameday Sweetness, has started in the stores and on our social media pages,” Brian tells me. “To support this promotion, we are offering retailers tailgating-themed displays and point-of-sale (POS) kits and also have tailgating tips, recipes, and giveaways on our social media pages. Our displays and POS kits drive consumers to our website and social pages to enter the contests and try new recipes.”
Bland Farms also has a Nevada onion program that offers reds, whites, yellows, and Western sweets.
As Bland Farms looks ahead to Spring 2023, the team is already transplanting its Vidalia crop from the seed beds into the fields. The company will be launching an exciting spring promotion with Billy Currington, one of Nashville’s hottest country stars, that retailers will surely want to be a part of—more details to be revealed soon!
Bringing us back to the current state of affairs, Brian tells me timing is paramount as always, and there is much that retailers should take into consideration when strategizing their Bland Farms’ programs.
“Regarding ads, most retailers want to plan six-plus weeks out. This gives them time to get everything planned for the circulars and in-store ad pricing,” he reveals. “When ordering on an everyday basis, the advantage of working with Bland Farms is we can typically get orders out within 24 hours. Our facility, production team, and customer service team allow for a quick turnaround for order pickup or having the orders on the road.”
To help retailers grow their sweet onion category and enhance overall produce department excitement, Bland Farms creates new seasonal promotions each year to sweeten the value.
“We like to educate retailers on our promotions a couple of months in advance, so we can work together to create retailer-specific promotions to complement their marketing plan,” Brian details. “We are a key resource partner for our customers because of our deep roots in the sweet onion business and our customer marketing expertise. Bland Farms strives to offer the best sweet onions available year-round. In addition to Vidalias, we have identified Peru and Mexico as sources for high-quality sweet onions which allows us to do this.”
Through Bland Farms’ Vidalia and Premium packaging, consumers are recognizing Bland Farms’ name and logo as a go-to company for sweet onions. And we all know, brand-recognition, consistent and premium quality, and deep roots keep consumers coming back for more.
“We also have a marketing team to provide retailers with the support they need by implementing new promotions year-round to help boost sales. Our social media campaigns and POS material increase brand awareness and impulse sales,” Brian adds.
As sweet potatoes continue to grow in popularity and versatility, Bland Farms has partnered with growers in North Carolina to form Sand Candy Produce. Sweet potatoes complement sweet onions, and Bland Farms has several promotions planned for the holidays that focus on sweet onions and sweet potatoes, including a holiday bin that features both!
“These programs allow us to offer customers strategies that combine sweet potato and sweet onion deliveries on the same truck which helps make for quicker turns at the store level,” Brian expresses. “At Bland Farms, we continue to invest in innovative ideas and technology to bring the highest quality sweet onion to the market. At the end of the day, it’s all about the consumer, so we work hard to give them what they want and expect from the Bland Farms brand and products.”
Sweet deals on all fronts if you ask us! With the holidays nearly upon us, and planning already here, we will bring you more details from category leaders across the fresh produce industry.