MISSION, TX - A sweet offering is coming straight out of the Lone Star State as the Texas onion industry officially kicked off harvest for Texas 1015 Sweet Onions (TX1015). In honor of the season, the organization is launching a marketing campaign aimed at boosting brand recognition and sales.

“We’re excited to offer this behind-the-scenes look at the individuals behind the TX1015 Sweet Onion and to honor the dedication of the families and farmworkers whose commitment to quality is feeding families across the country,” said Dante Galeazzi, President of Texas International Produce Association (TIPA). “It’s important to know where our food is coming from and to understand the profound connections that we have with our produce through the growers in our local communities.”

Building on the success of its 2023 campaign, TIPA will release a new video series, “Peeling Back the Layers of the TX1015.” The series will highlight the stories of the Texans who cultivate TX1015s, offering consumers a deeper connection to the heritage, hearts, and hands behind each onion. According to a release, the campaign will also feature promotional activities funded through a USDA-AMS Specialty Crop Block Grant administered by the Texas Department of Agriculture.

For the second year, TIPA will collaborate with Texas food legend David Elder of Texas Eats to highlight the history and significance of the Lone Star State's official vegetable. Additionally, residents and visitors within the Rio Grande Valley can anticipate the return of the Annual TX1015 Eat Sweet Restaurant Week event, during which local restaurants will feature special menu items incorporating TX1015 sweet onions.

“This year’s dynamic campaign is already off to a fantastic start, and we’re confident it will reach new audiences and leave an impact statewide and beyond,” remarked Galeazzi. “Many consumers are not aware that all U.S.-grown sweet onions were bred from the original TX1015 sweets, and we’re on a mission to change that.”

The harvest of TX1015 onions has already begun in Texas’ southern counties. While a brisk January has affected early yields, availability is anticipated to rise substantially as temperatures increase in the Rio Grande Valley. Thanks to mild winter conditions, exceptional quality is anticipated. Excellent quality, size, and availability are expected to continue throughout the summer as the harvest begins in the Wintergarden region in another six to eight weeks.

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