Organisation unveils fresh brand identity at Global Produce & Floral Show in Anaheim, as it prepares to promote larger crop to US consumers
USA Pears wants to reintroduce American consumers and buyers to its homegrown pears with the roll-out of a fun, fresh and modern new look.
For the first time in 40 years, the organisation unveils a new logo today, 15 October, at the International Fresh Produce Association’s Global Produce & Floral Show in Anaheim, California.
The restyled brand identity, which extends to an updated website and supporting brand collateral, coincides with a renewed focus on educating the public about the full range of benefits, nutritional to culinary, of a fruit it says is often overlooked.
“Pears don’t get the attention that they deserve, and we’re ready to remind shoppers how flavourful, nutritious and versatile they are for everyday eating,” said CarrieAnn Arias, president and CEO of USA Pears. “Our new logo adds to the excitement and momentum already underway promoting an uptake of fresh pears in the next generation of health-minded consumers.”
Consumer insight
USA Pears worked with Elemeno Creative Services to come up with the new brand identity, which features a twin-toned green logo and a more legible, bold typeface that it says reflects the fruit’s curves and softness.
The association’s main goal was to make pears feel modern, approachable and relevant to today’s shoppers, and to stand out better in a crowded marketplace.
Research cited by the group suggests the fruit is already recognised as a healthy, tasty product, but some customers apparently see them as an occasional choice rather than a daily one.
So the new brand identity isn’t just a logo, it says – it’s a means to convey the idea that pears are modern, versatile and an essential, natural way to boost fibre in everyday meals and snacks.
“This logo captures the fresh energy behind USA Pears,” Arias adds. “It’s simple, vibrant, and recognisable even on the smallest PLU sticker. It’s a signal to shoppers that when they see this mark, they’re choosing US-grown pears backed by generations of Northwest growers.”
60 per cent increase
With harvesting underway in Washington and Oregon, and yields expected to be 60 per cent higher than last year, USA Pears has big plans for its new-season campaign in the spring.
Those include first-time promotional campaigns on streaming television during NFL games, as well as a coordinated education programme to tell dieticians and influencers about the fruit’s fibre content.
