A study completed in 1994 showed substantial potential to increase revenue through supply management of Southeastern sweet onions. We revisit the potential for supply management of Southeastern sweet onions in a recent study covering the period 1998-2008. We find that the industry has grown dramatically. On average, weekly shipments have grown from a range of 14 to 400 100 cwt in the earlier study to a range of 193 to 1,713 100 cwt in this study. Moreover, because of technological advances and consumer demand, the shipping season has increased from ten weeks in the 1980s to as many as 25 weeks in recent times, depending on the season. Results show that market planning has improved greatly since the earlier study. The potential for increased seasonal revenue has declined from just over a 76 percent increase in the previous study to almost 24 percent in this study.