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News and insight for North America's fresh produce buyers
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

PBNW expects “lower but solid” crop in 2019/20

Organic pear production expected to rise 20 per cent to 1.76m cartons, making up 10 per cent of the total crop

PBNW expects “lower but solid” crop in 2019/20

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Northwest pear growers are anticipating a lighter harvest for 2019/20 according to the first official estimates from Pear Bureau Northwest (PBNW).

It pegs the crop at 17.3m cartons, or approximately 380,000 tonnes, a fall of 9 per cent on last season and 6 per cent below the five-year average.

“This year's initial crop estimate has come in lower than last year, but is nonetheless looking to be a solid crop,” stated Kevin Moffitt, president and CEO of PBNW.

“For retailers, there are numerous opportunities for growth in the pear category, and we are providing retailers with the customised data and insight needed to set up the most effective promotions to take advantage of the profit potential of Northwest pears.”

Harvesting is projected to be about a week later than in the 2018/19 season, staying close to the historical average.

Starkrimson are expected to be picked in the first two weeks of August, with the Bartlett harvest expected in mid-August. Anjou is expected to happen in last week of August in all districts except for Mid-Columbia, expected in early September.

Bosc and Comice harvest will begin mid-August and span through the first half of September. Finally, Concorde, Forelle, and Seckel will be picked August and September across the four growing districts.

Green pears down, red up

Out of the leading varieties, the estimates for this season are 8.8m cartons for Green Anjou (about 51 per cent of total Northwest fresh pear crop), 4.4m cartons of Green Bartlett (26 per cent of the total crop), and 2.2m Bosc (13 per cent of the total crop). Red Anjou will represent 6 per cent of the crop with a potential of around 1m cartons.

The Green Anjou crop is showing a projected decrease of 6 per cent compared to the larger crop in 2018, and down 5 per cent from a five-year average. Growers estimate that the Green Bartlett pear crop will be down 4 per cent compared to last season but will still see a 3 per cent increase over the five-year average.

The Bosc crop is estimated to be 30 per cent lower than last season's large crop and 23 per cent below the five-year average, while Red Anjou production is expected to be 6 per cent higher than last year and 3 per cent above the five-year average.

The industry will also produce promotable quantities of specialty pears such as Comice, Seckel, Concord and Forelle that can please consumers in their more limited seasonality.

Organic output up sharply

The organic pear estimate is expected to come in at 1.76m cartons (38,800 tonnes), which is 10 per cent of the total Northwest crop. The estimate will mark a 20 per cent increase in organic pears available to the market compared to the 2018 harvest.

Out of the entire organic crop, growers project 651,975 cartons of Green Anjou, with the Bartlett and Bosc crops sizes projected at 645,350 and 272,350 cartons, respectively.

“The flavour of a ripe pear is spectacular and the industry is committed to providing consumers with an exceptional eating experience,” said Moffitt.

“We will be grabbing the attention of consumers through a strong social media programme and messaging through media and influencers while working to keep pears in front of today’s consumer. We will be connecting with them through online shopping sites, promoting meal kits with pears, targeted advertising and more.”

Following discussion about opportunities to improve the eating experience, the meeting concluded with a shared commitment from all members of the industry, including growers, to give consumers the most delicious pears possible throughout the entirety of the season. "The industry is comprised of nearly 900 grower families, with 50 packing houses and 25 sales organizations devoted to producing, packing and marketing the highest quality pears in the world with a taste profile that is truly exceptional," reinforced Moffitt.

Domestic promotions

Across the US and Canada, PBNW consumer outreach will focus on the health benefits and eating experience of pears, including the fact that one medium-sized pear packs the most fibre (6g) of the top 20 fresh fruits by sales in the produce department.

The importance of fibre on gut health, heart health, and weight maintenance will play a major role in our communications with consumers and nutrition influencers in 2019/20. This season, PBNW will also be expanding omnichannel promotions and digital engagements with retailers, including programme development with social media and supermarket dieticians as well as time honoured support of displaying multiple varieties, and display and training contests.

PBNW will continue to invest in targeted digital ad promotions using the most up to date social media platforms while also utilising innovative digital shopping experiences to engage consumers across the digital landscape.

“Following the success of PBNW's three seasonal campaign themes during the 2018/19 season, there will once again be a focus on marketing communication on the hand-picked harvest from the four Northwest growing regions, telling the story of the grower, handler and communities that make the pear industry so unique,” PBNW said.

During the holidays, the theme will shift to the plentiful varieties of pears and inspiration for the table with dishes, cocktails and decor. Additionally, there will be National Pear Month promotions throughout December enhanced by World Pear Day on 7 December. Additionally, PBNW will kick off the New Year with a multi-month focus on the nutritional benefits that come from making pears a part of healthy diet.

International promotions

The export market typically accounts for around 38 per cent of the total sales in a given season including Mexico and Canada as the biggest markets, according to Global Trade Atlas.

PBNW activities are conducted in nearly 30 countries worldwide by targeting both consumers and trade with the goal to create greater demand by increasing awareness on ripening, varieties, nutrition, and usage. Activities in top markets for the 2019/20 season – Mexico, Central America, Brazil, India, and the Middle East – will include in-store sampling, nutrition workshops, consumer advertising, movie promotional tie-ins, social media, and event activations. 

To combat the increase in competition in many of the export markets, PBNW will look to conduct one-to-two month long promotion agreements with key retailers to increase shelf space, improve space location and put USA Pears on advertisements.

In Mexico, the industry's largest export market, PBNW uses its proprietary retail pear category data to identify the opportunities for new varieties, size and grades of Northwest pears with the major retailers.

Larger-scale special activities for the 2019/20 season include a six-month long Luchador (Mexican wrestling) themed nutrition promotion for kids and families in Mexico, a mass media consumer campaign in India, and a series of appearances on a TV advertorial programme in the UAE. 

On 7 December, PBNW will launch the 4th Annual World Pear Day promotion ­– a global celebration of the pear that includes 24 hours of continuous sampling activities in each of the PBNW's export markets.  

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