Vidalia onions and Weight Watchers team for sweet second quarter Pick of the Season
Vidalia onions and Weight Watchers team for sweet second quarter Pick of the Season
Weight Watchers, a long-trusted authority on promoting healthful eating, has chosen Vidalia onions as its second quarter 2006 Pick of the Season. Weight Watchers started its Pick of the Season program in 2004 to promote the health benefits of fresh produce. Since its inception, the quarterly spotlight on seasonal fruits and vegetables has touted the benefits of carrots, watermelons, bananas and similar fresh "picks."
During the second quarter of 2006 (April 1 to June 30), Weight Watchers will promote Vidalia onions in several ways. About 1 million fold-out Vidalia onion recipe and fact cards will be distributed directly to Weight Watchers members at meetings nationwide, and Recipe Wire press releases will be sent to more than 3,000 food editors. Additionally, Vidalia onions will be spotlighted on the Weight Watchers web site's Market Fresh section.
Prior Pick of the Season marketing campaigns have been credited with reaching nearly 50 million potential produce buyers.
Vidalia onion growers and handlers will be permitted to use the "Pick of the Season" logo and the well-known Weight Watchers "POINTS" icon on all point-of-sale materials -- boxes, bags, stickers and other materials -- as requested by retailers.
The combined public relations initiative between Vidalia onions and Weight Watchers is an effective way to encourage healthy eating and let consumers know that Vidalia onions fit perfectly into a healthy lifestyle as both names are trusted and time-tested.
It seems that consumers are beginning to appreciate onions more and more. "Onions are so popular," Wendy Brannen, executive director of the Vidalia Onion Committee, told The Produce News. "They are on the rise as far as consumer demand, and studies have shown that purchasing is on the rise."
Ms. Brannen singled out other positive attributes of onions -- sweet Vidalia onions in particular -- such as their versatility in recipes and their acceptance across a broad range of ethnic cuisines.
Vidalia onion growers were interested in approaching Weight Watchers to be the organization's Pick of the Season, as was the committee. "We started working on this and had our first meeting with Weight Watchers in early November," Ms. Brannen said. "They were very receptive right from the start.
"I had overwhelming positive support" from the Vidalia onion growers and handlers, she added, noting that they were particularly interested in using Weight Watchers' "Pick of the Season" logos on their point-of-sale materials. She said that they are currently coordinating with retailers to implement the new logo into product stickers and other applications.
"We did talk to some of the retailers that" have experience with the Pick of the Season promotion and were encouraged by their enthusiasm for the program, said Ms. Brannen, who also spoke with representatives of other commodities who had participated in pervious Pick of the Season promotions. "The response from other participants has made me excited and the response from the [Vidalia onion] growers and suppliers has also made me excited. I'm ecstatic."
For information on Weight Watchers or "Pick of the Season," visit www.weightwatchers.com, and for more information on sweet Vidalia onions, visit www.vidaliaonioncommittee.com. Retailers that would like to employ the Pick of the Season artwork are encouraged to contact Ms. Brannen directly at the Vidalia Onion Committee offices in Georgia at 912/537- 1918.
During the second quarter of 2006 (April 1 to June 30), Weight Watchers will promote Vidalia onions in several ways. About 1 million fold-out Vidalia onion recipe and fact cards will be distributed directly to Weight Watchers members at meetings nationwide, and Recipe Wire press releases will be sent to more than 3,000 food editors. Additionally, Vidalia onions will be spotlighted on the Weight Watchers web site's Market Fresh section.
Prior Pick of the Season marketing campaigns have been credited with reaching nearly 50 million potential produce buyers.
Vidalia onion growers and handlers will be permitted to use the "Pick of the Season" logo and the well-known Weight Watchers "POINTS" icon on all point-of-sale materials -- boxes, bags, stickers and other materials -- as requested by retailers.
The combined public relations initiative between Vidalia onions and Weight Watchers is an effective way to encourage healthy eating and let consumers know that Vidalia onions fit perfectly into a healthy lifestyle as both names are trusted and time-tested.
It seems that consumers are beginning to appreciate onions more and more. "Onions are so popular," Wendy Brannen, executive director of the Vidalia Onion Committee, told The Produce News. "They are on the rise as far as consumer demand, and studies have shown that purchasing is on the rise."
Ms. Brannen singled out other positive attributes of onions -- sweet Vidalia onions in particular -- such as their versatility in recipes and their acceptance across a broad range of ethnic cuisines.
Vidalia onion growers were interested in approaching Weight Watchers to be the organization's Pick of the Season, as was the committee. "We started working on this and had our first meeting with Weight Watchers in early November," Ms. Brannen said. "They were very receptive right from the start.
"I had overwhelming positive support" from the Vidalia onion growers and handlers, she added, noting that they were particularly interested in using Weight Watchers' "Pick of the Season" logos on their point-of-sale materials. She said that they are currently coordinating with retailers to implement the new logo into product stickers and other applications.
"We did talk to some of the retailers that" have experience with the Pick of the Season promotion and were encouraged by their enthusiasm for the program, said Ms. Brannen, who also spoke with representatives of other commodities who had participated in pervious Pick of the Season promotions. "The response from other participants has made me excited and the response from the [Vidalia onion] growers and suppliers has also made me excited. I'm ecstatic."
For information on Weight Watchers or "Pick of the Season," visit www.weightwatchers.com, and for more information on sweet Vidalia onions, visit www.vidaliaonioncommittee.com. Retailers that would like to employ the Pick of the Season artwork are encouraged to contact Ms. Brannen directly at the Vidalia Onion Committee offices in Georgia at 912/537- 1918.
