Prevar anticipates strong season for red pear with volumes expected to increase 15 per cent on last year
As the New Zealand pear season gets underway Prevar is projecting a strong season for its premium Piqa Red brand. The organisation anticipates the crop will grow 15 per cent compared with last year, equivalent to an additional 230,000kg.
This comes as Piqa Red enters the second year of its refreshed brand identity, and Prevar has said it continues to build momentum across key markets as initial shipments for the season begin to arrive in China.
“China remains the biggest market for the variety, while counter seasonal supply programmes into Europe and the UK continue to perform strongly,” the organiation said in a release. “Domestic interest in New Zealand also continues to strengthen, with kiwis loving Piqa Red as much as the rest of the world.”
Alongside these established markets, Piqa exporters are looking to develop several emerging markets this season. South-East Asia is showing encouraging market interest, while India is shaping up as a compelling long term growth opportunity. These markets are responding positively to the pear’s unique flavour profile, its naturally ripe and ready to eat convenience, and its strong visual appeal.
To support the 2026 season, a coordinated programme of in store sampling activations, point of sale materials, and social media activity will roll out across both New Zealand and China. These initiatives are designed to drive awareness and interest of this unique and high-quality fruit.
“We’re gearing up to build real excitement as the new season arrives,” said Prevar brand manager, Amanda Lyon. “Our promotional activity will give consumers more chances to discover Piqa Red and experience what makes it so special.”
Lyon said Prevar had received “fantastic” consumer feedback across Asia, the UK and Europe, and New Zealand for the Piqa Red pear.
“They stay crisp and maintain their eating quality far longer than a normal pear, meaning they export extremely well,” she said. “Their beautiful red colouring also makes them stand out, and they’re perfect on a cheese board or in a fancy dish, while equally delicious as a healthy snack. It’s the pear for all occasions and we’re excited for a bumper season.”
As the programme expands, Prevar will continue to work closely with exporters and in market partners to ensure consistent brand execution and support market specific activations and is actively seeking interest from new growers and commercial partners to drive the next phase of Piqa Red’s growth.
