ANAHEIM, Calif. — Produce Marketing Association Fresh Summit 2009 attendees couldn’t walk by the Vidalia Onion Committee’s booth without wanting to take a quick picture with the giant green character standing by.

The Vidalia, Ga.-based committee brought Shrek to the show to promote its new partnership with DreamWorks. Next spring, Vidalia onion shippers will be able to use the Shrek likeness in marketing and point-of-sale materials developed by the committee, said Wendy Brannen, executive director.

“We looked at some other produce commodities that bring cartoon characters into produce aisles, but we hadn’t figured a way we could partner a character with onions,” Brannen said. “I’ve been working on this for a while, and we finally found a suitable character for us.”

Brannen said the committee is planning to use a tagline like, “Ogres and onions can both be sweet.”

“The great thing about Shrek is he’s an ogre that doesn’t really act like an ogre, and we’re an onion that doesn’t taste like a typical onion,” Brannen said.

The Shrek movie is set to release May 20, Brannen said.

Shrek promotes Vidalia onions at Fresh Summit

Ashley Bentley

Ashley Lansdale (left), account executive with Sahlman Williams in Tampa, Fla., and Wendy Brannen, executive director of the Vidalia Onion Committee, don Shrek ears at Fresh Summit to promote an agreement that allows Vidalia onion shippers to use the ogre's likeness on marketing materials.