The vidalia story begins in 1931, when a local farmer named Mose Coleman discovered that the onions he was growing were sweet, not hot. His neighbors, who were having trouble selling their own produce during the Depression, noticed that Coleman was moving his sweet onions at good prices, so they planted them, too. In the 1940s, the state built a farmers' market in Vidalia, at the junction of several of South Georgia's main highways. Travelers carried the onions to other parts of the state and beyond, the Piggly Wiggly grocery chain started carrying them, and, in 1977, a local arts-and-crafts fair was transformed into the Vidalia Onion Festival (held every April since then). Though vidalias can cost more than twice the price of their more acrid kin, they have now become famous around the world, showing up by name in onion soup, onion relish, fried onion rings, and more.