I can buy 3lb of Vidalia onions from Whole Foods right now for $3.99 ($1.33/lb). The prices on his site range from $40 for 5lb ($8/lb) to $110 for 40lb ($2.75/lb). What's the deal with that?

It's great that he found a business that works for him, and this was an enjoyable read, but I'm confused about the value proposition. Is the target audience people who can't buy Vidalia onions from a supermarket due to geography? He mentions putting up a billboard in Georgia, the state where they're grown, so that doesn't seem to be it. Are his onions so much better than other Vidalia onions as to be worth the extra price? If so, I would be more inclined to try them if the site made that clear -- the word "superior" is used in one place, but it's not emphasized or expounded upon, and reads more like puffery than like a full-throated claim of superiority.