MISSION, TX - Sweet onions are here, and the Texas International Produce Association (TIPA) is already busy with promotions. Thanks to a USDA-AMS Specialty Crop Block Grant administered by the Texas Department of Agriculture, the good word of the Texas 1015 Sweet Onions (TX1015) will reach eager consumers and curious shoppers.
“We’re excited we are able to dedicate additional funds to retailer-centric promotions that highlight the versatility and flavor of the state vegetable of Texas,” said Dante Galeazzi, Manager of the South Texas Onion Committee and Chief Executive Officer and President of TIPA. “This year’s robust campaign is already off to a fantastic start, and we’re confident it will reach our audiences and leave an impact. Many consumers are not aware that all U.S.-grown sweet onions were bred from the original TX1015 sweets, and we’re on a mission to fix that.”
April marked the official launch of the comprehensive marketing campaign that includes print, digital, and live and in-person promotions throughout the season. As noted in the release, the grant will fund another record-breaking marketing program this spring focusing on increasing brand awareness and sales of the TX1015 Sweet Onion, aimed at both retailers and consumers.
Among new or improved retailer initiatives this season are an extensive trade advertising program and greater in-store promotions. To facilitate brand awareness about the original sweet onion, TIPA kicked off the TX1015 season with an informational virtual field tour at the Viva Fresh Expo.
The consumer-focused promotions in this year’s campaign will reach further and wider than in any previous year, continued the release. Fun promotions including sweepstakes and weekly giveaways are in store, along with a food influencer recipe program and contest with a resulting cookbook. Consumers will get to learn more about the onions through a feature story by Texas food legend David Elder of Texas Eats. Restaurant diners can experience all the flavors of these delicious onions through the TX1015 Eat Sweet restaurant week event hosted in the Rio Grande Valley.
Harvest of the TX1015 onions is well underway, and excellent quality and availability are expected to continue through early summer. Contact your TX1015 sales agent to plan your TX1015 program.
AndNowUKnow will report on the latest updates, so stay tuned.
Texas 1015 Sweet Onions Texas International Produce Association
