Twenty Years. No Tears.
OsoSweet Onions Celebrate Two Decades of Bringing Winter Sweet Onions to America(San Francisco, CA - December 3, 2007) Way back in 1989, OsoSweet introduced the first winter sweet onions to America, laying the foundation for the expansion of the sweet onion category into what has now become a year-round deal.
And it all began over a bowl of soup. Two onion brokers were enjoying steaming bowls of Vidalia onion soup one spring day, when one said to the other, "Why can't we have sweet onions like these in the winter?"
That casual comment started a three-year quest to find just the right seed variety and place to grow super-sweet onions that Americans could enjoy all winter long.
Fortunately, the search paid off. They found the perfect spot at the foothills of the Andes mountains in Chile, where the rich volcanic soil and arid microclimate - warm days and cool nights - provided just the right conditions for producing mild, flavorful onions with high sugar levels.
"We were starting from scratch," says Mark Breimeister of AAA Produce Exchange, Inc., in Waterford, Mich., who's been involved with the deal since the beginning. "The growers had to learn the process and we had to learn how to work with the growers. Over the years we've become pretty comfortable working with the same group of growers. It's one of the reasons why our product is so consistent."
John Battle of Battle Produce Exchange, exclusive sales agent for OsoSweet in Traverse City, Mich., also came on board when the brand originated. "Our trek to South America began as an experiment which had wonderful potential, yet numerous hurdles. Asking fifth generation growers to let us introduce new protocols, cooling procedures and marketable packaging was a challenge."
Introducing a sweet onion in the winter was also a challenge. Retailers had to make room for a new item in their produce departments. But the onion caught on with shoppers and soon filled a gap in the marketplace. Demand was strong and buyers soon recognized the profit potential in carrying a winter sweet onion.
Quality and Consistency
One thing that's been the same since the beginning is the proprietary seed variety developed to grow OsoSweets. It was selected because it adapted so well to the Chilean growing conditions. Most importantly, the farmers chosen to grow this new onion accepted this particular seed and the precise growing protocol associated with it.
This exacting growing protocol, constantly being refined by a dedicated team of agronomists, coupled with careful land selection within each microclimate, insures that OsoSweets are rarely harvested under less than ideal conditions.
"By our growers following our protocols and not cutting corners on materials or food safety, I can confidently say that every onion that wears the Oso brand is the very best onion that can possibly be grown," says Breimeister.
"While many other onion producers still pack by hand in open air sheds, OsoSweets are packed in a modern EUROGAP and HAACP certified facility with onsite phytosanitary inspection, pre-cooling rooms and automated packing lines," he adds.
Another unique aspect of the OsoSweet program was the decision to pack in traditional wood crates with colorful graphics, instead of cardboard. This signature packaging provided excellent protection and allowed the onions to further cure during the shipping process.
Each case of OsoSweets is shipped under refrigeration so that the cold chain is constantly maintained from packing house to the grocers door. "Like fruit, our onions are brought to optimum temperature and humidity levels to maintain freshness and ensure minimal shrink," says Battle.
These farm-fresh wood crates also offer excellent marketing vehicles. "I can't tell you how many times I have walked into a store to find that retailers have turned the label side out and are using the crate to sell product out of," according to Breimeister. "They make terrific point-of-sale displays."
Award-Winning Marketing
One staple of the OsoSweet brand throughout the years has been its aggressive trade and consumer marketing programs, which have won numerous awards.
"When I joined the brand in 1995 we were just beginning to ramp up our production and promotional efforts," says Rodger Helwig, marketing director in San Francisco, Calif. "Each year since then we've devoted a sizable portion of our marketing budget to promoting the OsoSweet brand and educating retailers and consumers about sweet onions. No other sweet onion and very few other produce items have been promoted like OsoSweets."
Over the years OsoSweets have been featured in thousands of newspaper and magazine articles as well as on hundreds of radio and TV broadcasts.
The brand's two web sites - sweetonionsource.com and ososweetonions.com - have become a popular source for recipes and sweet onion tips and information for onion lovers from around the world.
OsoSweet ads have appeared in numerous magazines, newspapers and on popular TV cooking shows such as Emeril Live and Thirty-Minute Meals with Rachael Ray.
Breimeister adds, "20 years ago people used to say "Send me some of the O-S-O onions." Today, the OsoSweet name is always pronounced correctly and is the most recognized brand in winter sweet onions. Buyers tell me that their customer's ask "When are the Osos coming in?"
Fixed-Price Program
Another constant for the OsoSweet program from the beginning has been its unique fixed-price program, which allows retailers to plan without concern for market fluctuations.
"Even in years when there was a shortage of sweet onions and market prices escalated, we still maintained our fixed program price for our customers," according to Battle. "And that price has remained pretty much the same for the past 15 years. By charging a fixed price we can maintain our relationships with our dedicated growers and continue to deliver the quality and consistency we're known for."
The Next 20 Years
"Each new season offers new challenges," says Brian Kastick, OsoSweet general manager. I think the crop is shaping up to be excellent for our 20th OsoSweet season. We have overcome the early season growing challenges with the assistance of much improved weather since September and the hard work of our long-term growers and world-class agronomy staff in Chile. We're looking to harvest great tasting onions with superior quality and appearance."
"This season we'll be centering our public relations efforts around our 20 YEARS/NO TEARS theme," Helwig said. "It's fun and playful and should get our consistency message across to consumers."
Plans for the future include increasing the size of the program and moving into related areas of the sweet onion business. "We do not see ourselves as being the largest shipper of sweet onions, but we do want to be the best and have the OsoSweet set the standard that other sweet onion programs are judged against," adds Kastick.
Battle feels that the OsoSweet brand has been successful over the past two decades for three reasons: quality fruit, consistent program pricing and growth, and brand recognition. "By maintaining our commitment to these same elements, we should enjoy another 20 years."
OsoSweets, in season from January through March, are grown and imported by Saven Corp., Waterford, Mich.
