In the US, Pear Bureau Northwest (PBNW) has revealed that it will celebrate World Pear Day for the fourth year in a row, this year taking place on 8 December.
The event marks the start of National Pear Month, proclaimed as December each year by US Department of Agriculture (USDA).
World Pear Day will celebrate peak pear season with events around the world where consumers will get to enjoy fresh pear samples from the US Northwest at a variety of venues.
Beginning in New Zealand and moving west across the globe, consumers will be able to taste a variety of USA Pears via pop-up sampling events in more than 24 countries including Taiwan, India, UAE and Mexico for 24 hours of continuous sampling and promotion.
There are nearly 1,000 in-store sampling events scheduled in the US and Canada, according to PBNW. The day will conclude in Leavenworth, Washington at the annual Tree Lighting Festival, where visitors will get to meet pear growers firsthand and celebrate the season.
Kevin Moffitt, president and CEO of PBNW, sees the pear festivities as an effective way to connect directly with consumers.
"World Pear Day is a great way to draw awareness to northwest pears during peak season," he explained. "It is fantastic to see its popularity growing each year with more interaction with retailers and consumers around the world raising pear enthusiasm and purchases at the pinnacle of the pear season."