It's definitely the domain if you understand the clientele. I'm also from GA and old southerners are pretty particular which can be both good and bad. They only will search Vidalia Onions in google so having that domain + some good SEO definitely delivers them to you. I bet repeat customers still search that term instead of going directly to the domain.
Their benefit is that they love local things such as vidalia onions or boiled peanuts that they know are grown locally. I'd wager most of this guy's sales come from the south.
I know quite of young people for whom Google basically is the internet. They never enter addresses in the address bar, and always do a Google search for the site they're trying to get to.
These aren't dullards, either. They're smart people who are talented in their own fields. They're just not techies and the Googling-for-everything workflow works well for them.
Their benefit is that they love local things such as vidalia onions or boiled peanuts that they know are grown locally. I'd wager most of this guy's sales come from the south.