Generational strength drives Cowart Farms’ strategy at Southern Exposure
Generational strength drives Cowart Farms’ strategy at Southern Exposure
When it comes to Vidalia sweet onions, few names in Georgia carry the history and reputation of J. Cowart Inc., better known as Cowart Farms. Based in Lyons, GA, in the heart of Vidalia country, the multi-generational operation has built its Sugar Sweet brand on consistency, quality and a willingness to evolve with the times.
Now, as the company prepares to attend the upcoming Southeast Produce Council’s Southern Exposure show, Anthony Cowart noted the focus is squarely on growth, innovation and strengthening relationships that have sustained the farm for decades.
“We’re going to expand our marketing footprint and explore moving into new commodities,” Cowart said of the company’s motivation for attending.
While Vidalia Sugar Sweet onions remain the cornerstone of the business, the show offers an opportunity to assess how the company can diversify and broaden its reach.
Cowart will represent the company at the event, where J. Cowart will not have its own booth but will be working closely with Progressive Produce — Keystone Fruit Marketing, its sales broker for Sugar Sweet onions. Rather than being tied to a booth number, Cowart plans to be active on the floor, meeting with buyers and industry partners.
For Cowart Farms, Southern Exposure is not simply about showcasing product; it’s about having candid conversations around the biggest issues facing growers today. Chief among them are rising input costs.
“We’re trying to figure out how to cut cost inputs — packaging cost, growing cost and labor cost — and how to handle these fertilizer increases,” Cowart said. “Other big topics we’ll be discussing with buyers are what we can do to keep our costs down but still make a profit for everyone involved. Maintaining profitability across the supply chain, while preserving quality and service, remains a delicate balance.”
Networking will play a major role in that effort. Cowart sees the show as a chance to both reinforce long-standing relationships and establish new ones.
“A successful show is shoring up old relationships and establishing new ones,” he said. “It’s also about moving into new commodities and expanding current markets.”
Part of what makes this moment particularly significant for Cowart Farms is the next generation stepping into larger roles. Cowart points to Landon Cowart’s efforts to expand field production capabilities, increase yields and introduce new technologies as a key driver of the farm’s future. Meanwhile, Michael and Amber Mosley are becoming more involved in sales and marketing, helping position the brand for broader exposure.
The company has also invested in a new packingline designed to enhance the finished product and help control excessive labor costs, an increasingly important move as labor shortages persist.
Among the company’s goals for 2026 are expanding into additional commodities, improving production on existing crops and continuing to move toward greater automation to offset labor costs and shortages. Another priority is helping expand the overall volume of commodities handled by Keystone Fruit, strengthening that partnership in the process.
“Southern Exposure is a great time to see where the industry is,” Cowart said. “We want to find out what new technology is available, what new trends are coming our way with regards to packaging and have time to hear from buyers to get a feel for what they’re looking for.”
If there’s one trend Cowart sees gaining traction, it’s the influx of younger generations stepping in to carry operations forward.
For Cowart Farms, that transition is already underway, blending decades of experience with fresh ideas and technological advancement.
