Pear Market Pt 1

Pear Market Pt 1

Bob Larson
Bob Larson
With today’s Fruit Grower Report, I’m Bob Larson. Strategies among fruit growers have shifted somewhat during these supply chain challenges of the past couple of years. Some are searching for different ways to get their fruit to market, and others are looking for different ways to market their fruit.

Pear Bureau Northwest president, Kevin Moffitt says their target market is getting younger so, for the time being anyway, they’ll worry less about WHERE and more on who they’re trying to reach …

MOFFITT … “But domestically is really our opportunity this year with the crop we have. We’re hitting hard in a lot of different ways. We’re doing some consumer advertising on Instagram and Facebook and a lot of the online platforms.”

Those online platforms, Moffitt says are put together with their target in mind ...

MOFFITT … “We’re doing a lot more with the online shopping sites. We’re doing sponsored search and we’re doing banner ads and we’re trying to insure that we get that impulse sale when consumers are not necessarily going to the store, or for those consumers who are doing some shopping online and some shopping in store.”

The numbers, Moffitt says tells them everything they need to know …

MOFFITT … “The Millennial and Gen-X households make up about 61% of the pear purchases in the United States. So, those two combined, and they are the ones that are on social media, as you say, and so these online ads and the online shopping resonates well with them and we’re reaching them.”

Tune in tomorrow for more on the pear industry’s online marketing focus and why it’s the best way to reach their consumer.

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