Education the key to success for Progressive Produce’s Walla Walla onion program

Keith Loria

May 28, 2024

For Progressive Produce and Keystone Fruit Marketing, Walla Walla sweet onions are vital to their year-round program.

“They complement our offerings, especially after the harvest of our California flat sweet onions,” said Oscar Guzman, vice president of marketing and sales. “Grown in the nutrient-rich soil of Washington’s Blue Mountains, Walla Walla onions benefit from optimal conditions. Local growers use traditional cultivation methods, ensuring premium quality. Each onion is carefully hand-harvested, reflecting our commitment to excellence and providing exceptional produce year-round.”

sdf The company’s sweet onion segment has experienced significant evolution over the years, driven by strategic initiatives such as the introduction of new varieties like its California flat sweets.

“These efforts have expanded our product range and enhanced the appeal of our sweet onion offerings,” Guzman said. “Through ongoing innovation and collaboration with growers, we’ve strengthened our position in the market and established ourselves as a trusted supplier of premium-quality sweet onions to retail and foodservice customers.”

Customer education is key to success in the sweet onion category, and Progressive Produce makes sure to educate consumers about the unique flavor profiles, culinary versatility and nutritional benefits of sweet onions like Walla Walla.

“This way, we can create greater awareness and demand for these products,” Guzman said. “Providing cooking tips, recipe ideas and nutritional information through various channels such as in-store signage, social media and recipe cards can empower consumers to make informed purchasing decisions and fully appreciate Walla Walla sweet onions.”

Progressive Produce has built enduring relationships with a diverse range of customers over its 50-year history in the produce industry. From retail chains and independent grocers to foodservice establishments and distributors, its customers span various sectors of the market.

“The secret to our strong partnerships lies in our unwavering commitment to performance and excellence,” Guzman said. “By consistently delivering high-quality products, exceptional service and innovative solutions that meet the unique needs of each customer segment, we’ve earned their trust and loyalty over the years. Our focus on collaboration, communication and responsiveness ensures that we remain a valued partner to our customers, fostering mutually beneficial relationships built on integrity and reliability.”

The sweet onion category presents a significant growth opportunity for Progressive Produce in the coming year.

“As consumer interest in healthy eating and culinary experimentation continues to rise, sweet onions like Walla Walla offer a versatile and flavorful ingredient that appeals to a wide range of consumers,” Guzman said. “By capitalizing on this growing demand and exploring innovative ways to market and utilize sweet onions, we can expand our market reach, attract new customers and drive incremental sales growth.”

To increase sales at the retail level, Guzman believes it’s essential for stores to effectively merchandise sweet onions like Walla Walla and capitalize on their unique selling points.

For instance, retailers should focus on creating engaging displays that highlight the freshness, flavor and versatility of sweet onions, especially Walla Walla sweet onions, which are known for their irresistibly sweet and mild flavor.

“Whether enjoyed raw in salads, grilled to perfection, caramelized in savory dishes or used as a delectable addition to recipes, Walla Walla sweet onions elevate any culinary creation,” Guzman said. “We recommend cross-merchandising in the meat department or alongside tomatoes, salads, peppers and squash, as it has proven to be an effective strategy in boosting sales. Point-of-sale materials such as signage, recipe cards and cooking demonstrations can help educate consumers about the various ways to use sweet onions in their culinary creations, sparking interest and driving impulse purchases.”

Keith Loria

About Keith Loria |

A graduate of the University of Miami, Keith Loria is a D.C.-based award-winning journalist who has been writing for major publications for close to 20 years on topics as diverse as real estate, food and sports. He started his career with the Associated Press and has held high editorial positions at magazines aimed at healthcare, sports and technology. When not busy writing, he can be found enjoying time with his wife, Patricia, and two daughters, Jordan and Cassidy.

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