Pear board hits the road with heart health campaign
Pear board hits the road with heart health campaign
Armed with recent research associating the consumption of pears with heart health, a marketing team representing the California Pear Advisory Board hit the road to pay a series of "house calls" on some 50 media outlets in New York, San Francisco and Sacramento, CA.
Beginning Sept. 5, Team SRC Marketing, a marketing firm based in Burlingame, CA, hit the road outfitted in doctors' coats inscribed with the pear board's logo to deliver "medical" bags to health and food reporters in the nation's larger media markets. The message they are delivering is designed to inform post-menopausal women about the importance of consuming fresh pears, one of a handful of foods found to be associated with reduced risk of cardiovascular disease.
"In a recent study published in the American Journal of Clinical Nutrition, consumption of pears was associated with reduced cardiovascular disease and coronary heart disease among post-menopausal women. Other foods include apples, bran, grapefruit, red wine, strawberries and chocolate," Chris Zanobini, president of the California Pear Advisory Board, said in a press release. "We are very excited about these findings and believe this is an excellent opportunity to spread the word about the health benefits of pears to our consumers."
Mr. Zanobini said that past consumer research showed that women and older shoppers are some of the more regular buyers of California pears. "The current marketing campaign seeks to encourage those who are already predisposed to purchase our product to buy even more," he said. "In addition, the campaign also targets the large group of baby boomers who are now reaching an age when they are more concerned about heart health."
Mr. Zanobini said that the marketing team had a series of meetings with New York food and health reporters the week of Sept. 4. In the following weeks, the team made similar visits in San Francisco and Sacramento, CA.
"We are very encouraged with the interest in this topic among health writers and we have already booked some of New York and San Francisco's top food publications, radio shows and Internet sites as well as some nationally syndicated shows and publications, including iVillage.com, both Martha and Alexis Stewart's shows on Sirius Radio and the 'Doctor Dean Edell Show,' " said Mr. Zanobini.
The marketing team will present doctors' bags stuffed with a variety of California fresh pears and information on heart health for women. They will also be preparing a poached pear recipe featuring dark chocolate and wine to capitalize on foods that are known for their role in heart health. Mr. Zanobini noted that heart disease is the No. 1 killer of American women, even surpassing all forms of cancer.
"The good news is that changes in diet and lifestyle can reduce the chance of developing heart disease," he said. "We are pleased that pears have been associated with this important issue and our aim is to shout the benefits of our product from the rooftop."
The California Pear Advisory Board was recently expanded to include all pear varieties produced in California. The current health promotion features Bartlett, Bosc, Comice, Forelle, Seckel, Red Pear and Sunsprite pear varieties from California.
Beginning Sept. 5, Team SRC Marketing, a marketing firm based in Burlingame, CA, hit the road outfitted in doctors' coats inscribed with the pear board's logo to deliver "medical" bags to health and food reporters in the nation's larger media markets. The message they are delivering is designed to inform post-menopausal women about the importance of consuming fresh pears, one of a handful of foods found to be associated with reduced risk of cardiovascular disease.
"In a recent study published in the American Journal of Clinical Nutrition, consumption of pears was associated with reduced cardiovascular disease and coronary heart disease among post-menopausal women. Other foods include apples, bran, grapefruit, red wine, strawberries and chocolate," Chris Zanobini, president of the California Pear Advisory Board, said in a press release. "We are very excited about these findings and believe this is an excellent opportunity to spread the word about the health benefits of pears to our consumers."
Mr. Zanobini said that past consumer research showed that women and older shoppers are some of the more regular buyers of California pears. "The current marketing campaign seeks to encourage those who are already predisposed to purchase our product to buy even more," he said. "In addition, the campaign also targets the large group of baby boomers who are now reaching an age when they are more concerned about heart health."
Mr. Zanobini said that the marketing team had a series of meetings with New York food and health reporters the week of Sept. 4. In the following weeks, the team made similar visits in San Francisco and Sacramento, CA.
"We are very encouraged with the interest in this topic among health writers and we have already booked some of New York and San Francisco's top food publications, radio shows and Internet sites as well as some nationally syndicated shows and publications, including iVillage.com, both Martha and Alexis Stewart's shows on Sirius Radio and the 'Doctor Dean Edell Show,' " said Mr. Zanobini.
The marketing team will present doctors' bags stuffed with a variety of California fresh pears and information on heart health for women. They will also be preparing a poached pear recipe featuring dark chocolate and wine to capitalize on foods that are known for their role in heart health. Mr. Zanobini noted that heart disease is the No. 1 killer of American women, even surpassing all forms of cancer.
"The good news is that changes in diet and lifestyle can reduce the chance of developing heart disease," he said. "We are pleased that pears have been associated with this important issue and our aim is to shout the benefits of our product from the rooftop."
The California Pear Advisory Board was recently expanded to include all pear varieties produced in California. The current health promotion features Bartlett, Bosc, Comice, Forelle, Seckel, Red Pear and Sunsprite pear varieties from California.
