2019 ASHS Annual Conference

Vidalia sweet onions are one of the largest crops in Georgia. However, Vidalia onions can only be grown in several counties within Georgia which limits the location of production. Much of the Vidalia marketing is associated with the great taste of the sweet onions due to the specific growing region. However, little is known about consumer understanding of where Vidalia onions are grown. This is critical as a large amount of resources are spent advertising and promoting the product of Georgia geographic origin. In order to assess consumer knowledge about Vidalia onions we surveyed consumers throughout the U.S. using an online survey of 1,500 consumers. Results indicated that respondents in Georgia were aware of the products origin, while respondents in states farther from Georgia were less likely to know Vidalia onions are only grown in Georgia with many respondents prescribing production to be throughout the U.S. As such, efforts to promote Vidalia onions as from Georgia is not resonating with many consumers, especially those farther away from Georgia. Thereby, producers and industry stakeholders should reassess their marketing strategies to either focus on other Vidalia onion characteristics or find new ways to raise awareness that Vidalia onions are grown in Georgia.