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By René Hardwick, National Onion Association Director of Public and Industry Relations
For onion growers, maintaining strong consumer demand is just as important as growing a quality crop. The National Onion Association (NOA) works behind the scenes to make sure onions remain a staple on grocery shelves and dinner tables nationwide. Through recipe development and social media campaigns, the NOA helps drive consumption. But unlike many commodity groups, we do it without the benefit of a mandatory check-off program.
This means our resources are limited. While other industries receive dedicated funds for marketing through mandatory assessments, the NOA relies on voluntary support from growers. We encourage members to contribute a voluntary assessment of one cent per hundredweight of onions, which helps fund marketing and promotional efforts. Beyond that, we host annual fundraisers – including our popular raffle and the upcoming summer auction – to generate additional revenue. Donations and participation in these events are critical to keeping our programs running and maintaining a strong presence for onions in the marketplace.
Despite these limitations, the NOA continues to make a measurable impact on onion consumption. One campaign the NOA looks forward to each year is National Onion Day. After successfully securing June 27 as the official National Onion Day, the celebration has steadily gained momentum among consumers, retailers and restaurants across the country. Each year, participation grows as businesses find creative ways to spotlight onions and connect with customers. National restaurant chains such as Outback Steakhouse have even used the occasion to drive traffic and sales through promotions like free Bloomin’ Onions. The timing also works in our favor, with National Onion Ring Day falling just five days earlier on June 22. Together, the two celebrations create a full week dedicated to one of America’s favorite ingredients – helping keep onions front and center in kitchens and restaurants nationwide.
One of the most effective ways we maximize every promotional dollar is through recipe development. By creating and sharing approachable, flavorful onion recipes for home cooks, the NOA showcases the versatility, taste and nutritional value onions bring to everyday meals. From quick weeknight skillet dinners to crowd-pleasing appetizers, these recipes help keep onions top of mind for consumers and encourage repeat purchases.
This summer, the NOA is unveiling 10 new recipes through a three-month rollout designed for consumers looking for simple, practical meal ideas without sacrificing nutrition. The collection spans everything from appetizers and salads to hearty main dishes. The campaign also promotes smart batch cooking strategies, such as preparing a large batch of caramelized onions to use in multiple meals throughout the week or repurposing leftover rotisserie chicken into fresh, flavorful dishes that help families break out of the dinner rut.
Social media campaigns are another critical tool. Short videos, seasonal cooking ideas, and interactive posts on platforms like Instagram, Facebook and TikTok allow the NOA to connect with diverse audiences, educate consumers about onion varieties, and showcase practical, flavorful uses. These campaigns are carefully targeted to maximize engagement without a large budget, making every post count.
Every recipe and social post depends on the support of our members. The NOA may not have mandatory check-off dollars, but with your voluntary assessments, raffle entries, auction participation and donations, we can continue to grow demand for onions and support the industry from farm to table. In a world of limited resources, your support is what keeps the NOA – and your crop – strong.
The NOA’s efforts also extend beyond recipes and promotions. Throughout the year, we connect directly with consumers through giveaways, educational materials and family-focused outreach items such as kitchen utensils, coloring books, and Nature’s Ninja dolls and plushies. Just as importantly, we respond personally to consumer questions – whether someone is looking for advice on storing onions properly or trying to find sweet onions outside of Georgia. Every interaction is an opportunity to keep onions part of the conversation, encourage consumption, and support the growers and industry members who work every day to bring onions to tables across the country.
