Migo showing “good quality and solid volumes” after tough conditions for European growers
Despite the challenging conditions for growers across northwestern Europe, including hail early in the season and extreme temperatures over the summer, the Migo pear crop is demonstrating both “good quality and solid volumes”, according to variety manager EFC, providing a strong foundation for the season ahead.
The start of the Migo season is being welcomed with consumer sampling in Germany, followed by promotional and marketing activities across other European markets.
Consumers in Germany will receive a fresh Migo pear along with a recipe flyer, providing inspiration on the different ways to to enjoy Migo pears.
“Sampling is a natural fit with the ‘Crunchy like an apple, tasty as a pear’ positioning: tasting the product allows consumers to immediately experience Migo’s characteristic crunch and flavour, while creating visibility for the brand at the start of the new season,” variety manager EFC stated.
Throughout the season, the brand will be supported by promotional and marketing activities at point of sale in various European markets, as Migo seeks to maintain a “clear and recognisable positioning” to build consistency and strengthen consumer recognition.
“By combining good-quality fruit with targeted activation and a consistent brand message, Migo aims to build further momentum for the brand and the pear category,” EFC said. “With the new crop becoming available and a strong programme of activities planned, Migo is looking forward to a positive new season.”
