Fruitnet’s Chris White speaks to CarrieAnn Arias, president and CEO of USA Pears, to explore how a major fresh produce brand can reposition itself and appeal to a new generation of consumers.
The conversation explores the launch of a new logo and visual identity for what is an almost century-old marketing organisation, focusing on the need for better readability and relevance in a modern, online world, but retaining the group’s rich heritage.
And they address a key challenge: declining pear consumption among younger consumers. What needs to change when it comes to marketing pears to Gen Z? And where do the new commercial opportunities lie?
This video is part of a series of interviews filmed in Anaheim at the IFPA’s Global Produce & Floral Show.
