Howard Nager, vice president of marketing at Domex Superfresh Growers in Yakima, WA, said there will be increase in the company’s pear volume on the order of 20-30 percent during the 2013-14 season.

“We represent 10 percent of the volume of Northwest pears, shipping approximately two million boxes of pears,” Nager stated. Overall, he said quality looks good and all promotable sizes will be available.

“The crop looks to peak between 80s and 100s,” he told The Produce News. “Luckily, so far, weather has not been a factor on this year’s crop.”

Domex will begin the harvest of its first Bartletts and Starkrimsons toward the end of the first week of August. “This is about seven to 10 days earlier than last year,” Nager commented.

Domex Superfresh Growers accounts for 10 percent of all pear volume grown in the Northwest. This season, the company expects its volume to increase 20-30 percent. (Photo courtesy of Domex Superfresh Growers)Organic pear volume continues to be a growth category at Domex. “About 15 percent of our pear crop is organic, which compares to the same percentage as last year’s crop,” Nager said, adding that the company accounts for more than 30 percent of the industry’s organic pear crop. “The top three varieties — Bartlett, Anjou and Bosc — represent over 90 percent of organic pear supplies.  For 2012, the category saw dollar sales increase by almost 9 percent.”

Domex continues to upgrade its packingline and shipping facilities in Washington. “We have made some upgrades to our facilities in Wenatchee, Peshastin, Yakima and Wapato,” Nager stated. “In addition, our largest grower and packer of conventional and organic pears — Blue Bird Inc. in Peshastin, WA — turns 100 years old this year.  In 1913, a small group of growers came together to form a company that is now the oldest co-op in Central Washington.”

Nager was asked about existing and new programs being offered by Domex to market pears. “The Pear Bureau Northwest has a full slate of marketing programs that Domex will piggyback on and complement,” he replied. 

“One new activity that we will be doing this season is expanding our social media contact with consumers. We currently have a promotion happening on Instagram where a consumer can win a $100 gift card by sending in a photo of how they are using pears and by obtaining ‘likes’ on Instagram.” 

Consumers want to know more about the farm families producing their pears, and Nager said Domex will expand its YouTube channel with additional footage of pear growers and their families to address this interest.

“We also provide merchandising bins to assist retailers with building secondary displays,” he added.

Nager also provided some comments concerning the climate at retail. “The calendar year of 2012 showed good results for pear sales at retail,” he said. “As reported by Nielsen data, there was  a 4.3-percent increase in dollar sales and 6.4-percent increase in volume as compared to 2011.  The top three varieties of Bartletts, Anjou and Bosc still represent over 80 percent of retail dollar sales.”

Domex continues to expand its preconditioning program for retail customers.

“Research has shown that preconditioned pears outsell those that are not preconditioned by almost 20 percent,” he noted.