2019 ASHS Annual Conference

According to the USDA, onions are one of the most highly valued vegetables that Georgia produces, contributing over 131 million dollars to the economy. This has led to Georgia to name the Vidalia Sweet Onion as the state vegetable. However, even though Vidalia onions are grown only in a small area in Georgia, they are sold throughout the U.S. In marketing Vidalia onions throughout the U.S. it is essential that Vidalia producers understand awareness and perception of their product as the product moves away from the Georgia production region. Using an online consumer survey of around 1,500 U.S. consumers we examine how awareness and perceptions change as consumers move farther from the Georgia production region. In order to assess distance from the Georgia production region we calculate the distance, in miles, from the respondents reported zip code of residence to the zip code at the heart of Georgia Vidalia onion production. Utilizing logit models we then evaluate the role of socio-demographics and distance on awareness and perception. We find that as various socio-demographics impact awareness and perception of Vidalia onions. Further, we find that as distance increases awareness decrease and perceptions differ from those of consumers living closer to the Georgia production region. Using this information, Vidalia onion producers and industry stakeholders can assess how to improve awareness and perceptions for consumers throughout the U.S.