Pear Promotions Pt 1

Pear Promotions Pt 1

Bob Larson
Bob Larson
From the Ag Information Network, I’m Bob Larson with today’s Fruit Grower Report. As pear harvest nears completion, Pear Bureau Northwest is ramping up its promotions for this year’s crop.

The Pear Bureau’s Communications Director, Jim Morris says they’re focus in recent years has been on in store, online and social media promotions …

MORRIS … “On the social standpoint, we are updating our campaign from last year to provide just a little bit more education. We did have a lot of success with our campaign that was focused around “Meet the Pear” where we could introduce each variety with its own personality. But we’re infusing that this year with a little bit more education, talking about ripening, talking about ideal uses for each pear.”

Beyond that, Morris says we’ll go digital …

MORRIS … “We’re also really putting a lot of emphasis on some digital campaigns with our retailers. We have over the last few years made a shift to more digital programs like shoppable recipes and sponsored search. We are really doubling down on those efforts.”

Because Morris says more and more people are comfortable buying from the convenience of home …

MORRIS … “Online shopping has really increased. People were already shopping online before the pandemic, but pandemic meant the brick fell on the accelerator and we’re still seeing a lot of pickup with that and consumers are becoming more confident.”

Tune in tomorrow for more on promoting Northwest pears with a technical flair.

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