Vidalia^® and Shrek^® Team Up to Increase Retail Sales

March 19, 2010

Vidalia, Ga. (March 18, 2010) – What do ogres and onions have in common? Both will be in produce aisles this spring and summer! The Vidalia® Onion Committee has partnered with DreamWorks Animation SKG, Inc. (Nasdaq: DWA) to promote the original sweet onion in conjunction with the release of Shrek Forever After,® premiering May 21 nationwide in 3D and Imax and other local theaters.

From April 15 through June 30th, produce managers are invited to get down and “swampy” by building the most original, eye-catching Shrek and Vidalia onion in-store display. The most creative entry will win a three-day, two-night fairytale vacation for four to Orlando, Fla. and more.

“The Shrek series appeals to kids and adults of all ages, and we know that popularity can segue into more Sweet Vidalia sales this season,” said Wendy Brannen, Vidalia® Onion Committee executive director. “We’ve designed Shrek-themed packaging and POS, both of which will feature newly developed, ‘SHREKtacular kid-friendly recipes and ogre-sized consumer contest prize packs.”

Among the colorful POS available to retailers are six-foot tall Shrek floor stands, two-foot-square Shrek display toppers, price cards and tear-off recipe pads. Materials are available through all Vidalia suppliers and help promote the VOC’s online consumer contest. The VOC will also promote Vidalias and the VOC contest through a May in-store radio drive, and a national print and radio campaign. Contestants visiting VidaliaOnion.org will help Shrek search for onions scattered throughout his virtual enchanted forest and will learn Vidalia trivia along the way to winning. Consumer contest begins April 15th with the grand prize “Ultimate TV Video Gaming Package” consisting of a 50” HDTV, Wii™ game system and Shrek Forever After™ videogame courtesy of Activision.

This season’s 20-county growing region experienced excessive rains and cold weather, but the harvest predictions look positive. “The onions seem to be coming out of earlier cold weather problems more and more every day,” said Michael Hively, Vidalia® Onion Committee chairman.

For more information about the retail and consumer contest rules and requirements, please e-mail .(JavaScript must be enabled to view this email address) or visit VidaliaOnion.org starting April 15.

The Vidalia® Onion Committee was established in 1989 as Federal Marketing Order No. 955. The order authorizes production research and marketing promotion programs. The Vidalia® Onion Committee administers the order locally and consists of eight producer members and their alternates and one public member and an alternate.

Shrek Forever After ® & © 2010 DreamWorks Animation L.L.C.