The Pacific Northwest organic pear crop looks promising, as estimates point to an increase in volume over last year for Domex Superfresh Growers.
The company’s organic pear crop is looking to be up from last year, with most varieties seeing volume increases, according to a news release.
“We have a strong market position this crop year, with our organic pear crop accounting for 40% of all Northwest organic pears,” Cat Gipe-Stewart, director of marketing, said in a news release. “The organic pear crop is up with annual cycling and an increased transition to certified organic orchards. We are especially focusing on promotions for organic bartlett and organic red pears. Sizing is looking to be two sizes smaller this year on summer pears, [such as] red and green bartlett, and starkrimson. We are optimistic in winter [pears] sizing up a bit more before September and October harvest.”
Superfresh Growers is a sixth-generation family-owned company, with pear orchards spanning the Pacific Northwest.
The Superfresh Growers organic pear season started in late August, with organic bartlett and starkrimson pears, according to the release. The crop will continue harvesting through October and into early November, depending on geography and variety.
Fall is an important time to merchandise new-crop pears, the release said, and organic pears accounted for 11% of the pear category sales last fall, according to Nielsen data from the last four weeks pointing to Oct. 9, 2021. “With a larger organic pear crop, we hope to continue to grow this percentage of the whole category,” Gipe-Stewart said in the release.
The whole Northwest pear crop is estimated to be slightly up year over year, further strengthening the organic pear category. “There will be opportunities to promote all varieties of pears,” Gipe-Stewart said. “Multicolor promotions are important to help with movement and excite consumers into trying new varieties. We have found that, if consumers are a green pear-heavy user, they are more likely to purchase a Bosc or red pear if it’s on promo at the same time as a green pear.”
The marketing plan for Domex Superfresh Growers will be heavily focused on coupons and promotions to drive engagement and consumption, Gipe-Stewart said.
“Two focus points for us [are] organic pears and red pears,” she said. “Organic pears will be slightly up, creating plenty of promotional opportunities. Multicolored pear promotions help with category movement and inspiring customers to try new varieties.”
Gipe-Stewart said red pears are the fourth most preferred pear variety, and heavy users are very loyal to red pears.
“They are more likely to be used as an ingredient than just a snacking pear, and perform well with home cooks who have a three-plus person household,” she said. “The majority of non-red pear shoppers are open to purchasing red pears, but price and availability are the biggest barriers.”
Outlook
Pear harvest started mid to late August with bartletts and starkrimson pears. Sizing is looking to be about two sizes smaller than last year, Gipe-Stewart said.
