Asiafruit continues its series of exhibitor spotlights from Asia Fruit Logistica with a look at pear marketing programmes coming out of North America and Europe.
USA Pears (US)
The US pear industry remains focused on promotion in key Asian markets as new European entrants to countries such as China start to put pressure on prices. International marketing manager of trade body USA Pears, Lynsey Kennedy, said the group was exhibiting at Asia Fruit Logistica to talk to key importers across the region including China, Taiwan, Indonesia and Vietnam. “We have several varieties to promote including Red Anjou and Green Anjou, and brown variety Bosc,” she said. “We think that one will do really well in Asian markets because it’s crisp, but still really sweet.”
Dutch company Fruitmasters highlighted its recent marketing campaign promoting Conference pears in China. The campaign featured Pipi, an animated pear mascot designed to reassure consumers of the product’s safety and healthiness. Meanwhile, this season Fruitmasters is also planning to introduce the Chinese market to Migo, a crunchy, sweet pear that can be eaten like an apple.
Le Verger de la Blottière (France)
France’s Le Verger de la Blottière is developing its Sweet Sensation pears, grown predominately in France, Belgium and the Netherlands, on the Asian market. “The variety is firm, juicy and sweet, and it is good for travelling,” said the company’s David Socheleau. “It also looks unique. It is a bicolour pear with a shape that Asian consumers are more accustomed to than the longer Conference pear. We have high hopes for Sweet Sensation in Hong Kong, Thailand and Malaysia.”
Belgian Fruit Valley (Belgium)
Belgian Fruit Valley (BFV) won the Marketing Campaign of the Year at the Asia Fruit Logistica for its work on developing the market for Truval-branded Conference pears across Asia, and the company’s Marc Evrard highlighted the importance of relationships in any success, including BFV’s long partnership with Dole China. “We have been working together for ten years, educating people in China about the Conference pear,” he said. “It took a long time to gain market access, but during that time, we were building up some great relationships for the future.”