TL;DR
A website developer bought the expired domain VidaliaOnions.com in 2014 and turned it into a direct-to-consumer Vidalia onion business beginning in 2015. Partnering with a Vidalia grower, he scaled far beyond initial expectations, learned from costly mistakes and kept expanding marketing and customer-service channels.
What happened
Peter Askew, a web professional who describes himself as a domain-name enthusiast, acquired the expired domain VidaliaOnions.com at auction in 2014. After sitting with the name for a month, he decided to develop a mail-order Vidalia onion business and launched operations in February 2015. Askew reached out to the Vidalia Onion Committee, which connected him to regional growers; he partnered with Aries Haygood, whose farm had a packing shed and a long history in the region. Askew handled branding, web development, marketing, logistics and customer service while the farm focused on growing and packing. The team had conservatively forecast about 50 orders in their first season but fulfilled more than 600. Early missteps included a $10,000 purchase of unsuitable shipping boxes, a loss that nearly shuttered the operation. They experimented with billboards, sponsorships and a phone-order hotline; some competing operations began redirecting mail-order customers to their service. Askew continued operating the site into subsequent seasons and described the project as purpose-driven rather than VC-funded.
Why it matters
- An expired domain can be the foundation for a viable, niche direct-to-consumer business.
- Partnering with established producers can enable a non-farmer to enter agricultural mail-order markets.
- Customer service and diversified marketing (online and phone) helped the business scale rapidly.
- Early operational errors—especially in logistics—can threaten small e-commerce ventures.
Key facts
- The domain VidaliaOnions.com was acquired at auction in 2014.
- Askew began developing the business in February 2015 using modest profits from other projects.
- He partnered with farmer Aries Haygood, whose operation had a packing shed and 25 years in the region.
- The team expected roughly 50 orders in 2015 but fulfilled over 600.
- A $10,000 purchase of faulty shipping boxes nearly forced the business to close.
- Marketing experiments included a billboard on I-95 south of Savannah, sponsoring a cross-country bike rider, and local team/school sponsorships.
- A phone-order hotline sometimes generated more sales than online orders.
- The Vidalia Onion Committee helped introduce Askew to regional growers.
What to watch next
- Askew continued the operation into subsequent seasons and described entering a fifth season (as of the account) — confirmed in the source.
- Plans for broader geographic expansion or new investor funding are not confirmed in the source.
- Long-term changes to logistics, suppliers or packaging after the box failure are not confirmed in the source.
Quick glossary
- Vidalia onion: A sweet onion variety grown in a designated region of Georgia, known for a mild flavor that reduces eye irritation.
- Domain name: A web address registered to identify and locate websites on the internet; can be bought, sold or developed into businesses.
- Direct-to-consumer (DTC): A business model that sells products straight to customers rather than through traditional retail intermediaries.
- Packing shed: A facility where harvested produce is cleaned, sorted, packed and prepared for shipment to buyers or customers.
Reader FAQ
Is the author a farmer?
No. Peter Askew identifies himself as a web professional and domain-name developer, not a farmer.
How did the business start?
Askew bought the expired domain VidaliaOnions.com in 2014 and began developing a mail-order service in February 2015.
How many orders did the first season produce?
The team expected about 50 orders but fulfilled over 600 in the first season.
Did they face major setbacks?
Yes. An early purchase of unsuitable shipping boxes cost about $10,000 and nearly ended the operation.
Will the business expand into new products or investors?
Not confirmed in the source.
I sell onions on the Internet April, 2019 | 🧅 🤠 🐂 | Peter Askew Vidalia Onions to be exact. They’re classified as a sweet onion, and because of their…
Sources
- I Sell Onions on the Internet
- The Dot-Com Don: Meet the Domain Prospector Turning Stray …
- Peter Askew — Domain Expertise
- How to Acquire, Develop, and Sell High-Value Domains …
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