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Domex Superfresh Growers helping to invite purchase on pears

Domex Superfresh Growers, located in Yakima, WA, is one of the largest pear growers in North America and one of the largests growers of organic pears. The company offers a full complement of pear varieties.

“When ripe and ready to eat, pears are delicious, and the fun part is they complement so many other types of food and work well in recipes,” said David Roby, brand manager for the company. “The tricky part for retailers is that consumers don’t often walk into the store with pears on their shopping list. We continually work with retailers on ways to invite purchase.”

Pear-Photo-1 Naturally, frequent advertising is the most crucial activity, but Roby suggests sampling, cross-promoting and displaying multiple varieties in colorful displays (“red pears really help call attention to these”) are also important with pears.

“We also work hard with retailers and USA Pears to educate consumers and produce associates on how to determine when pears are ripe, and what to do at home to ripen them if needed,” he said. “There has been a lot of cooperation this year between retailers and producers to ensure consumers have access to ripe, ready-to-eat pears.”

This coming season, Domex expects larger sizing, so there will be plenty of opportunities to capture promotional sales for larger, higher retail fruit.

“We will have a great crop of early Organic Bartlett pears at the beginning of August, and retailers are excited to be able to offer an organic pear promotion out of the gate,” Roby said. “Our Bosc pear crop looks to have rebounded from a short 2017 crop, so there will be good promotional opportunities for this variety, as well.”

Last season, Domex pears selling in two-pound organic and three-pound conventional pouch bags continued to gain momentum. For the 52 weeks ending May 20, bagged pear sales were up 30 percent at the company and represented 16 percent of total pear dollars. Part of this was due to the size profile being a little down.

“For the 52 weeks ending May 20, pear dollars were down 2 percent, largely due to the smaller fruit profile in 2017,” Roby said. “We are confident this will turn around in 2018, since our fruit on the trees looks to be large and very clean. We’re excited about the quality of the 2018 crop. The initial crop estimate looks to be promotable but manageable in size. It should be a good year.”