Though end-of-year promotions are big every year, Northwest pears offer robust promotion opportunities well into 2022, marketers say.
From September to March and beyond, Northwest pears dominate the pear category in the U.S.
Peak availability of all varieties and holiday promotions typically attract plenty of ads at the end of the year.
The top six weeks for pear promotions during the 2020-21 season occurred in October, November and December, according to the U.S. Department of Agriculture’s retail report.
USDA data show the top week for pear promotions in the 2020-21 season was Dec. 4, when 21,542 food retailers promoted pears at an average sales price of 70 cents per pound. The week of Nov 6 was the second-ranked week for pear promotions, with 20,750 stores promoting pears at an average price of 97 cents per pound.
Secrets to success
Putting pears in a position of prominence in the produce department with active promotions is sure to boost retail sales, said Dan Davis, director of business development for Starr Ranch Growers, Wenatchee, Wash. “Driving attention to pears is key; they are often the forgotten jewel of the produce department.”
Retailers can sell more pears by promoting more than one variety at the same time, said Cat Gipe-Stewart, communication manager for Superfresh Growers, Yakima, Wash.
“Bosc and red pears together or red and green anjous together create great color breaks,” Gipe-Stewart said. “Pears are an impulse purchase item,” she said. “Take advantage of one pear purchase by incentivizing to try other varieties too.”
Advertising ripe fruit in stores can boost retail sales, said Cheryl Stewart, with Columbia Gorge Organic Fruit, Hood River, Ore.
Chuck Sinks, president of sales and marketing for Sage Fruit Co., Yakima, said one thing retailers can do to sell more pears is communicate to the consumer how to select and store them.
“Pears are mature, but not necessarily ripe when they are sold,” Sinks said. “It’s important consumers know when a pear is ripe to ensure they enjoy them. If a consumer has a favorable experience, they will become a repeat customer.”
Promoting the health benefits of pears is key, said David Armenta, director of export for Selah, Wash.-based Rainier Fruit Co. Demonstrating to consumers that pears are a healthy choice and a value are effective ways to grab new pear consumers and generate repeat purchases, he said.
Retailers can use packaging to promote pears and increase the average purchase size, said Brianna Shales, marketing director for Stemilt Growers, Wenatchee, Wash.
“Our Lil Snappers program is a 3-pound bag of kid-size pears and has been a great success to help drive impulse purchases of pears, drive up the purchase size, and deliver a great ring to the category,” Shales said. “If bagged pears aren’t part of the mix, retailers are really missing an opportunity to extend this category to new consumers.”
Teaching consumers “to check the neck” for pear ripeness is important, said Steve Flashing, marketing executive with Honeybear Marketing, Brewster, Wash.
Kevin Moffitt, president and CEO for the Pear Bureau Northwest, said the group is promoting pear health benefits, such as fiber content and antioxidants, to consumers.
“Of course, we really do not want to lose the fact that flavor is the real reason people consume pears,” he said. “We have a great flavor message.”
Another message to retailers and consumers is that pears have a longer shelf life than some shoppers realize.
“If you take a ripe bartlett pear home and then put it in your refrigerator, you’re going have a whole week more of shelf life on that fruit,” he said, and shelf life for anjou and bosc could be even longer.
“Pears are not necessarily hardware like a potato, but they’re certainly not as perishable as a lot of items in the produce department,” Moffitt said.
For example, a purchase of multiple pears doesn’t mean they have to be consumed at the same time.
“You can have one or two (now) and you can enjoy the other pears in three or four days whenever you are ready.”