view current print edition




Georgia produce takes to the skies with Delta Air Lines promotion

by Chip Carter | May 10, 2011

Georgia commodities like onions, blueberries, peaches and watermelons will take to the skies this summer. No, it is not an invasion of flying fruits and vegetables - instead it is a promotional pairing with Atlanta-based Delta Air Lines.

Georgia produce will be featured in a series of two-minute videos on seatback and overhead screens on more than 17,000 Delta flights in May and June. The videos will be shown following in-flight movies and as part of other Delta programming, and are expected to be seen by as many as four million passengers. Georgia products will also be featured in the airline's Sky magazine and on its web site. All of those promotional efforts will seek to drive consumers to the web site.

Vidalia onions and Georgia blueberries will be featured throughout the month of May; peaches and watermelons take the spotlight in June.

The promotion is a collaborative effort of the Georgia Fruit and Vegetable Growers Association and the state's Georgia Grown program.

"This alliance is the type of high-profile exposure that we're seeking for the 'Georgia Grown' brand," said Charles Hall, executive director of the GFVGA.

"For several years, I and the other commodity group leaders have said that we need to pool our resources more often to spread the word about these delicious Georgia products," said Wendy Brannen, Vidalia Onion Committee executive director. "What better way to showcase our products nationally than putting them in front of captive in-flight audiences?"