USA Onions/The Idaho-Eastern Oregon
OUR GOAL IS TO WORK WI TH ALL SEGMENTS OF THE PRODUCE INDUSTRY to provide consistently sized onions and the best possible quality available. We ship more than one billion pounds of healthy and homegrown yellow, red and white Spanish Sweet onions from August to May each season.
We are the only storage onion region in the U.S. governed by a Federal Marketing Order (#958). Our onions are inspected
daily by the Federal-State Inspection Service to certify that they are in accordance with grade, size, pack and maturity
requirements—another reason why our onions are some of the most popular grown anywhere in the world.
Order 958, the
Committee is an
of the Federal
more than 200
30 shippers in
USA Onion Promotions Via Social Media
USA Onions works to build its presence in various sectors of
social media. USA Onions is active on Facebook, Pinterest,
Instagram, Twitter and LinkedIn as a means to build brand awareness and
connect in “real time” with consumers and buyers.
The Committee o;ers onion recipes, tips and useful information for
buyers and consumers. Since the Committee has o;ered these speci;c
information pieces, there has been a marked increase in Facebook ‘likes’
and You Tube followers.
Important Changes to Promotion
A reduced assessment from 10 cents to 5 cents per cwt for onions handled
under Federal Marketing Order 958 was formally adopted by the USDA the
;rst week of December 2015.
A new promotions committee was formed, with Grant Kitamura,
IEOOC member and an owner of Murakami Produce, chairing.
In explaining the changes in the marketing order and in the promotions,
Kitamura says, “Many members—a majority of the handlers—were
interested in reducing our promotion e;orts, which would in turn allow
each shed to more aggressively promote their own company’s labels and
programs with the money saved by lowering the assessments.”
“The current members are past onion committee chairmen, members
and past promotion committee members and chairmen,” he adds. “The
new committee utilizes its experience and has done a very good job of
selecting advertising and promotion activities.”
Kitamura says the overall impact of the change in the marketing order
has been positive. “I will say that the reduced funding for promotion has
not hurt our e;orts, and many of the handlers realize the advantage of
more aggressively promoting their own companies and products,” he says.
What does this mean for retailers? Now is a good time to work with
their individual Idaho-E. Oregon shipper providers to develop brand
New This Season—USA Onions Develops
The Committee recognizes that consumers are more
and more interested in knowing where their food
comes from. The Committee also realizes the value of
video published on the Internet. For these reasons,
this year, promotion funds were used to produce an
engaging and high-quality video su;cient to use
at trade events on the website and through social
media to educate customers and buyers about our
area in a fun and entertaining manner. The video
consists of three independent videos that can be
viewed separately or together. The segments cover
planting, growing and harvest.
The video was ;lmed and edited by professional
photographer Blake Brennan of Caldwell, Idaho and
was ;rst released at PMA Fresh Summit in Atlanta.
Shown on two large screens, the video was a
highlight of the exhibit. USA Onions believes that this
video would provide an excellent POS experience for
customers in-store and retailers can request a copy
from the Committee or download it from You Tube for
use on in-store TV monitors.