Premium pear variety has established itself as a European retail mainstay, with Dutch growers expecting to strong demand this season as harvesting gets underway
Premium pear Sweet Sensation has secured its place as a “mainstay” of European retail, according to those involved in the project.
Growers in the Netherlands expect to produce around 6,000 tonnes of the trademarked variety this season.
And with harvesting now underway, Dutch brand owner The Greenery says all the signs point to a strong campaign ahead in terms of volume, taste and quality.
“The size of the pears is slightly finer this year, but the colour is excellent and most pears fortunately fall within the retail sizes,” says the company’s Co van Wiggen.
Sales will start in the second week of October, with Germany the largest market and strong demand reported in Italy, eastern Europe and the UK – where the pear is marketed as ‘ready to eat’.
Since its market introduction in 2010, Sweet Sensation has developed a solid reputation among European buyers and appears to have avoided the type of price fluctuation seen for other varieties.
According to sales manager Ton van Wiggen, the product has certainly proven its worth in recent years.
“The variety may not be a yield booster in the orchard, but it is a taste booster for consumers,” he comments. “This enables us to offer growers good returns per hectare and achieve premium prices in the market. This year, we aim for a price that reflects the increased costs across the entire chain.”
Winning on taste
The brand’s quality has drawn plaudits too. Last year, a panel of chefs and sommeliers awarded Sweet Sensation a prestigious Superior Taste Award.
That was good news for its marketing efforts and in particular a campaign called Taste the Moment, which The Greenery operates with its European partners to highlight the pear’s taste and versatility.
“We will particularly use this recognition in Germany to support our retail customers in driving sales,” says Renske Hartensveld, category development manager at The Greenery.
The company has also established a dedicated working group with its growers to identify ways to maximise the product’s profitability.
Working group chair Lena Zevenbergen believes its fundamental commercial attributes are strong.
“Demand for Sweet Sensation continues to exceed supply,” she points out. “With good grower returns and a strong marketing concept, we see rising interest in new plantings. This variety has a future.”
