New Branding Debuts During Vidalia Onion Trademark’s 25th Anniversary Year
NEW ORLEANS (Oct. 19, 2017) – The Vidalia Onion Committee (VOC) will launch a new logo for America’s favorite sweet onion during the annual Produce Marketing Association (PMA) conference held Oct. 19-21, 2017 here.
The new brand mark reflects the artisanal approach to growing Vidalia onions that farmers have perfected over time. “We think the new logo captures the proud history of Vidalia onions that have been handcrafted by generations of grower artisans for more than 80 years in Georgia,” said Bob Stafford, the VOC’s interim executive director. “Yet, it also brings an updated, modern look to our brand that we believe will resonate with today’s consumers.”
The new logo will be featured in the Vidalia 2018 marketing campaign, “Only Vidalia,” which reminds people that only Vidalia onions have the sweet, mild flavor profile that has made it an essential ingredient for a wide range of dishes including salads, dressings and even desserts.
The 2018 “Only Vidalia” campaign will also feature a new 60-second video spot that tells the story of Vidalia and why it’s special. The campaign also includes advertising aimed at consumers and grocery retailers; social media content and blogger partnerships – all inviting people to rediscover the original sweet onion. Both the logo and the video will be featured in the Vidalia PMA exhibit booth 4116 in the Georgia Grown pavilion.
The introduction of the new logo and campaign spot coincide with the 25th Anniversary year of the Vidalia trademark. The state of Georgia passed the Vidalia Onion Act in 1986, but did not become the official owner of the Vidalia trademark until 1992. The annual crop, which experienced one of its best harvests in recent years this season, is produced by 100 registered growers in 20 South Georgia counties and is available in the spring and summer.
As a part of the 25th Anniversary observance, the VOC is partnering with several leading area restaurants to celebrate “Vidalia Onion Week” from Oct. 15-21, 2017 when the PMA event is in the city.
Dickie Brennan’s Bourbon House, Dickie Brennan’s Tableau, Fogo de Chao News Orleans, Galatoire’s Restaurant, New Orleans Creole Cookery, and Briquette will be incorporating the Vidalia onion in a number of special dishes during the week, including:
- Vidalia Onion Rings, Bourbon House Salad, Bourbon House Burger and Redfish on the Half-Shell with Crabmeat at Dickie Brennan’s Bourbon House;
- A Vidalia onion salad at Fogo de Chao;
- Lunch specials at Galatoire’s Restaurant and Friday lunch specials at Galatoire’s “33” Bar and Steak;
- Vidalia onion straw appetizer and inclusion in various signature dishes at New Orleans Creole Cookery;
- Creole French Vidalia Onion Soup at Dickie Brennan’s Tableau;
- Roasted Vidalia Onion, Buttered Potato, Smoked Ham Au Gratin at Briquette.
“As two iconic southern brands, New Orleans and Vidalia onions are a perfect pairing,” said Stafford. “We are very pleased to partner with some of the Crescent City’s leading restaurants to celebrate the unique flavor that can only be found in Georgia’s own Vidalia onions.”
In addition to the partnership with local restaurants, former Top Chef Contestant and Georgia native, Eli Kirshtein, will be doing cooking demonstrations featuring Vidalia onions at the VOC booth.
Vidalia onions are Georgia’s official state vegetable, grown on 12,000 acres annually and represent about 40 percent of the sweet onion market. Sold in every state, the annual value of the crop is about $150 million.(1)
To get a sneak preview of the new video, visit our YouTube page. Visit vidaliaonion.org to view the new logo and for more information about Vidalia onions, and follow the season’s news on Facebook, Twitter, Instagram, Pinterest and YouTube.
About the Vidalia® Onion Committee
Because Vidalia® onions are sweetly unique, farmers united to seek legal protection for their crop and its name. Federal Marketing Order No. 955 was established in 1989, to stipulate where the crop can be grown and help with research and promotion of Vidalia® onions. The Vidalia® Onion Committee administers FMO No. 955 and authorizes production research, marketing research and development and marketing promotion programs. This federal program along with Georgia state laws that protect the Vidalia® trademark have provided a legal framework for the industry. So, you can try to grow a sweet onion elsewhere, but you cannot call it a “Vidalia®,” unless it is from Georgia! For more information, visit VidaliaOnion.org.
(1) According to findings from the Center for Agribusiness and Economic Development – University of Georgia College of Agricultural and Environmental Sciences’ 2014 Farm Gate Value Report published in September 2015.