Activations part of Prevar’s efforts to develop the China market for the newly rebranded red pear
New Zealand fruit developer Prevar has partnered with Tribal Brands Asia on a series of activations showcasing the recently rebranded Piqa Red.
The activations kicked off with tasting events at both Shanghai and Guangzhou Wholesale fruit markets. Then continues in May with tastings throughout premium Ole supermarkets in Beijing, Shenzen, Guangzhou, Shenyang, Xi’an, as well as Shanghai.
Prevar said it was a valuable opportunity to connect with store managers, see the new branding in action, and experience firsthand how consumers are responding to Piqa Red.
Piqa brand manager, Amanda Lyon attended the events in Shanghai and said the consumer response was “very positive”.
“[It’s] always rewarding to see the brand come to life in-store and connect directly with the people we’re creating it for,” she said.
“People are initially attracted to the striking, beautiful red skin, and then they describe an enjoyable eating experience - crisp and sweet with delicate flesh. It is very unique.”
The recently rebranded red pear first entered the China market in March this year after developing a loyal following throughout Asia. Volumes remain limited for 2025, but according to Prevar, plantings are expanding internationally.
