‘Spoke and hub’ distribution key for Market Fresh Vidalias
‘Spoke and hub’ distribution key for Market Fresh Vidalias
Market Fresh Produce LLC has been involved in marketing sweet onions for six years. After tomatoes, the sweet onion category is a key “driver” for the firm, according to the firm’s Tyler Phipps, director of field operations. Sweet potatoes are a third category driver for Market Fresh.
“We handle a tremendous volume” of onions 52 weeks a year, he said. Within the sweet onion category, Vidalia onions are of course key.
In a March 10 interview, Phipps said his firm planned to start shipping Vidalias in the first days of May. Early indications are that the date may be earlier, depending on how the crop develops.
Market Fresh uses high-graphic packaging with recipes and consumer feedback information to market Vidalia onions and other products.He said it was too early to make many predictions about the coming Vidalia crop, other than to say there are no indications of problems. Generally the Vidalia onion crop runs through July but it can go until October, or later, if the conditions are right.
National sales for Market Fresh are boosted in part by a “spoke and hub” system. Market Fresh has created alliances with produce distributors around the country. Those distributors receive trailerload quantities of Market Fresh product and then re-distribute smaller volumes — as few as a couple pallets — of Market Fresh product to their regional customers. “This is a great service to smaller-volume customers,” Phipps said.
Being involved in the Florida tomato business and Vidalia onions brings Market Fresh efficiencies because northbound tomato trucks can stop and pick up partial loads of onions “to deliver to customers,” he said.
Market Fresh’s early-season Vidalia promotions are expected to rotate between four-pound bags of medium size and jumbo bulk packs.
Market Fresh’s high-graphic onion packaging bears recipes and contact information for consumer feedback. In addition to its sophisticated distribution system, the packaging “sets us apart,” Phipps said. The Vidalia onion industry “is strong and getting stronger. It is such a well-recognized name. Vidalia onions have a great flavor profile. We get great consumer feedback in season.”
