“Despite this year’s shorter crop and some regional differences in overall appearance,” said CarrieAnn Arias, president and CEO, “this years’ harvest will continue to deliver a great eating experience for the consumer.”
DOMESTIC PROMOTIONS
The 2024-25 season will feature an evolution of last year’s consumer advertising campaign with a deeper dive into the personalities of different varieties, while continuing to educate and inspire consumers with bold and approachable recipes that celebrate the versatility of pears.
Early season promotions will include a partnership with Tajin in October, to observe National Pizza Month. For National Diabetes Month in November, PBNW is collaborating with a team of accomplished dietitians who will be sharing a diverse spread of new diabetes-friendly recipes across social media, including PBNW’s Instagram account @USApears. December, which is National Pear Month, will showcase more versatility on the ninth annual World Pear Day, Dec. 7. This global event will feature a new partnership with the online community of culinary creators, Kittch, during which chefs will compete in four rounds to include appetizers, main courses, desserts and a free round.
INTERNATIONAL PROMOTIONS
Outside the U.S., “The export team stands at the ready to promote USA Pears to whichever export markets they are shipped to for the upcoming season,” said Jeff Correa, director of international marketing. “The expectation, due to the size of the crop, is that Mexico and Canada will receive the bulk of the export volume this season.”
PBNW will have full promotion programs that will focus on in-store activities as well as larger-scale activities such as movie tie-ins and TV advertising in Mexico. Digital marketing efforts have become a bigger part of the promotional toolbox during the past few years, and PBNW has plans to continue to be very active in this space with the leading retailers in Mexico, Canada and Central America. Finally, PBNW will also develop an in-store and social media campaign to promote and establish the red Anjou pear in more of the export markets this season.