As pear harvest is underway, CarrieAnn Arias, president and CEO of the nonprofit marketing organization Pear Bureau Northwest, sat down with The Packer to give a season outlook.
“With harvest underway, we can already tell it’s going to be an incredible year for USA Pears,” Arias says.
A mild winter and favorable growing conditions helped Northwest pear growers set up for a great harvest this year. Arias says yields could exceed last year’s harvest by about 60% across the 10 varieties grown in the area, which will run through fall.
“Based on what we’re seeing thus far, it’s shaping up to be a beautiful harvest,” she says. “Overall quality is being reported as good, and our growers are sharing that it’s a much more normal crop than last year.”
Arias says the Pear Bureau plans domestic and export promotions around connection, the intersection of health and enjoyment, tradition and innovation.
“You’ll see campaigns featuring influencers, dietitians and easy, family-forward recipes that show how pears fit into everyday real life,” Arias says. “For the first time ever, USA Pears will be on iHeart Radio and streaming TV during NFL games when the season begins.”
Noting the essential role that retail partners play, Arias says Pear Bureau will offer customized promotions and materials to for enhanced visibility and to drive engagement with high-value shoppers.
“Like the pears we promote, we know strength and quality aren’t always about appearance,” Arias says. “Our revamped marketing playbook will have us embracing what’s real and what’s flavorful, even if it has a blemish or two on the skin. We want people to know that imperfections are natural and don’t affect the quality, flavor or nutritional value of pears.”
Arias also points to the USDA’s Section 32 buy of bartlett pears as a way to expand access of pears to food banks and school nutrition programs.
“We’re excited for this opportunity to introduce more people to the benefits, flavor and versatility of pears,” she says.
Arias says the Pear Bureau plans to focus on the benefits of fresh pears this season. Arias says consumers’ growing interest in fiber-rich foods is a perfect fit with pears.
“As awareness of fiber increases and taste preferences shift away from processed foods, consumers are increasingly turning to fresh fruit, which works perfectly for fresh pears since they’re available year-round,” she says. “A medium pear provides 20% of the daily recommended value.”
Arias also notes recent research by the Pear Bureau shows younger and smaller households in the south and middle of the country tend to make few or no pear purchases.
“We have an awareness and engagement gap to fill among these consumers, but we think that they can be swayed over time as our messages break through and are amplified by enthusiastic purchasers, dietitians and influencers,” she says. “We are excited to explore new ways to connect with consumers where they live, scroll, shop and snack.”
Arias says the Pear Bureau will also update its brand identity to reflect consumers’ interest in health, flavor, sustainability and transparency.
“From packaging and point-of-sale updates to consistent digital messaging, our revamped look will make it easier for people to spot and choose pears they can feel good about,” she says. “We look forward to sharing more on this in the fall.”
Arias also says the addition of Barbara Ruhs as the bureau’s director of nutrition affairs and communications will be instrumental in elevating pears’ health and wellness profile for consumers.
“Barbara’s insights will also be instrumental to shaping our content and making clear connections between real-life habits and wellness benefits,” Arias says.
