PORTLAND, Ore. – May 13, 2021 – Pear Bureau Northwest is excited to welcome Michele Hoard to the company as the new Regional Marketing Manager for the Midwest region.

Through her work consulting with domestic and international brands, including the National Mango Board, New York Apple Association, Zespri Fruit and Red Bull, Hoard brings a range of talent and experience to the position. She brings established retailer relationships and knowledge setting up innovative in-store and digital promotions that drive category performance for retailers. Hoard’s hiring comes at a pivotal moment when Pear Bureau Northwest has shifted its strategy to driving consumer demand for pears wherever they shop, both in-store and online.

“I have always enjoyed working on behalf of produce organizations to increase grower returns, and when I heard about the position with Pear Bureau Northwest, I couldn’t pass up the opportunity to work with such a forward-thinking organization. This opportunity affords me the chance to make a direct impact for growers and grow category sales for our retailers,” said Hoard.

Kevin Moffitt, President and CEO of Pear Bureau Northwest, emphasized that “Michele’s creative thinking and diverse range of retail experience makes her a valuable and welcome addition to our organization. Her experience working with respected produce groups and brands will benefit the Bureau and build on our team’s development and execution of innovative promotions for Northwest pears designed to increase pear consumption and sales.”

As Regional Marketing Manager of the Midwest region, Hoard will focus on keeping pears in front of the consumer at retail and making the pear category profitable for major retailers such as Kroger, HEB, Meijer, SuperValu, Jewel-Osco, Roundy’s, Super Target, Hy-Vee and more.

To contact Michele Hoard or reach the Pear Bureau Regional Marketing Managers, visit http://trade.usapears.org/regional-managers/.

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PORTLAND, Ore. – April 20, 2021 – The pear industry in the Pacific Northwest has added a regulation for Anjou pears in a move to increase consumer satisfaction when they purchase pears in the early season. “The pear industry understands that flavor drives repeat purchases and consumer satisfaction. We also know that the majority of consumers want to eat pears within 1-3 days of purchase,” said Kevin Moffitt, President and CEO of Pear Bureau Northwest. “This Anjou regulation is the latest step in the industry’s efforts to deliver high quality fruit that will ripen properly and in a timely manner to satisfy consumers’ desire for sweet, juicy pears. We are excited to see this quality standard implemented to improve pear eating quality.”

In a process that was started last June, the industry-led Fresh Pear Committee (FPC) voted through USDA process to lower the early-season pressure requirement for Anjou pears to help ensure that the pears receive the post-harvest cooling they need in order to ripen properly. Beginning with a 10-point justification from the FPC, the USDA thoroughly reviewed the request and, after eleven months, the new regulation will go into effect this Friday, April 23.

“Successful passage of this regulation is just one more action showing retailers and consumers that our industry is committed to bringing them the best eating quality for pears grown in the Northwest,” said Moffitt.

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Retailers show major red pear love with easy-to-enter display challenge

PORTLAND, Ore. – March 18, 2021 – Ladies and gentleman, we have the first winner in our nationwide “Aisle of Red Pears” (Say it out loud!) display challenge! While every entry is an instant winner, Pear Bureau Northwest (PBNW) is pleased to announce the first winner of one of our grand prize drawings of a $500 GIFT CARD. The initial prize goes to a Fresh Thyme store. It’s not too late to enter and take home a big prize. Taking place from January through March, the challenge is still open for retailers of all sizes in the U.S. and Canada.

“The produce team at the Fresh Thyme store in Iowa was among the many high caliber entries we received for this challenge. All Fresh Thyme locations have always showed passion and creativity when it comes to merchandising pears, and we are happy to see them win one of our ‘Aisle of Red Pears’ grand prizes,” said Regional Marketing Manager Bob Catinella.

The challenge is simple to enter, with all entries receiving a $25 gift card. To enter, retailers are required to upload a photo of an eye-catching, 12-square-foot display of Red Anjou pears. See details and entry form here.

“We are excited to select an early winner for our first ever ‘Aisle of Red Pears’ display challenge, which has thus far received an enthusiastic response from retailers,” said Kevin Moffitt, President and CEO of PBNW. “Red pears are often overlooked in the category, so asking retailers to build large, eye-catching displays of red pears is an effective way to increase sales of Red Anjou pears and pears in general. By making the challenge simple to enter and making everyone an immediate winner, we have seen some amazing displays that are resulting in double digit sales increases.”

Alongside Green Anjou and Bosc, Red Anjou pears are among the key varieties of Northwest pears that PBNW promotes during the second half of its season. The “Aisle of Red Pears” display challenge is one of the many innovative promotional tactics the organization has carried out this season on behalf of its growers and shippers. PBNW continues to push boundaries and explore new ways to drive sales of Northwest pears.

View and download photos of some of our favorite entries here.

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PORTLAND, Ore. – February 23, 2021 – USA Pears is excited to launch its #WhatsInYourFruitBowl initiative at a time when consumers are more focused than ever on developing healthy eating habits at home. Taking place during the month of March, this year is set to be the most wide-reaching initiative yet with powerful industry partnerships and engagement.

Sharing striking, colorful visuals on social media can encourage positive eating habits, with one study finding that people are more likely to eat additional portions of fruits and vegetables when they believe their social peers are doing the same. With the recent 2020-2025 Dietary Guidelines for Americans emphasizing once again that Americans are not eating enough fruit (only 20% achieve recommended intakes), it’s the perfect time to motivate consumers to eat more.

This year, USA Pears is excited to announce that Sunkist Growers and California Raisins Marketing Board will be joining the movement while National Mango Board and California Avocado Commission will once again be partnering to amplify this consumer movement. All four organizations will engage consumers with a sweepstakes and content centered around healthy eating habits and the importance of maintaining a well-stocked fruit bowl in the home.

“We believe that #WhatsInYourFruit Bowl is a perfectly timed campaign to coincide with National Nutrition Month. These days, many consumers are still spending more time at home and trying to maintain healthy meals and support their immunity by including more nutritious produce,” said USA Pears Marketing Communications Director Kathy Stephenson. “Perhaps now more than ever, keeping a fruit bowl stocked with vibrantly colored fresh and dried fruit is essential and is a simple way to keep produce close at hand. We are looking forward to other fruit producers, retailers, dietitians, influencers and associations joining us to turn the fruit bowl into a healthy movement.” Stephenson reminds us that, “firm pears should ripen at room temperature, on the counter or in a fruit bowl, and they can be moved to the fridge when ripe to keep for a few more days.”

The promotions – including a sweepstakes hosted by USA Pears and a social media campaign encouraging consumers to share their own fruit bowl pictures on their social media channels – place an emphasis on the many nutritional benefits to be gained from making pears and all fruits a regular part of the day. With one medium-sized pear providing 6 grams of fiber (21% of daily recommended), as well as having vitamin C, pears are a delicious and nutritious heart-healthy snack. Additionally, all 10 varieties of Northwest pears – including Green and Red Anjou – are certified Heart-Healthy by the American Heart Association.

In addition, the Produce for Better Health Foundation (PBH) will be amplifying on its social media channels @fruitsandveggies by way of activating several of their Have A Plant® Ambassadors, who will share posts with their more than 1 million followers.

“PBH is a proud supporter of this clever initiative and is exceptionally excited about the promotion this year as it coincides with PBH’s recent State of the Plate Research launch,” says Wendy Reinhardt Kapsak, MS, RDN, President & CEO of PBH. “We know from our research that people simply aren’t eating enough fruits and vegetables, AND in order to inspire true behavior change that instills life-lasting habits, we have got to make this easy. Keeping your fruit bowl filled and front and center is one of the easiest ways we can get everyone in the family to Have A Plant® – choosing and enjoying more fruits and veggies more often every single day.”

To keep up with all of the fun and ins-pear-ation or to join in, make sure to follow @USAPears on Instagram, Facebook, Twitter and Pinterest, and don’t forget the hashtag: #whatsinyourfruitbowl

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PORTLAND, Ore. – February 2, 2021 – Aided by the USDA’s Agricultural Trade Promotion (ATP) funds, Pear Bureau Northwest (PBNW) has launched a series of consumer outreach promotions using new digital platforms and content partners – Pictoline, Discovery Network, and a team of social media influencers. The additional ATP funding will allow PBNW to increase consumer outreach efforts and work together with different communication outlets, reaching a broader audience throughout Latin America, especially millennials and moms. The content developed with these new alliances and partnerships highlights the key messages of USA Pears – health/nutritional benefits, versatility in different recipes, and the wide assortment of varieties available in the Latin American markets.

Monica Moreno, Marketing Manager for Grupo PM, PBNW’s marketing representatives in Mexico and Central America, sees these partnerships as a unique way to connect with consumers. “Now more than ever, we need to talk directly to our consumers who have health and nutrition on their minds. By working with large communication and content platforms like Discovery and Pictoline, and building our influencer team, we are looking to reach out to new and key audiences and show them how USA Pears can have a direct benefit on their health.”

PBNW is working with Pictoline to develop shareable infographics featuring pears to broadcast on their social media channels. Earlier this season, Pictoline developed and released a new USA Pears infographic, focusing specifically on how nutritional eating may help improve the immune system. Cristina Lombana from Pictoline agrees that the USA Pears/Pictoline partnership has provided PBNW with a unique way to connect with Mexican consumers. “Working with USA Pears gave us the freedom to do what we know best: visualize information, give life to new characters, and connect with our audience in an entertaining and creative way that other outlets may not allow for.”

With the Discovery Network, PBNW has launched a six-month promotional program that began earlier this season. The consumer outreach includes a mix of TV and digital content that shows the versatility and nutritional value of fresh pears. Discovery Kids, Food Network and Home & Health are showcasing USA Pears in video tips, video recipes and games to consumers in Latin America. According to Nancy Garcia, Ad Sales Executive, “Discovery is a network where we care about people’s passions and interests, so working with a partner like USA Pears is a highlight this year. These videos are reaching our audiences who interested in wellness, family and gourmet topics.”

Lastly, PBNW has gathered an all-star group of media influencers who are sharing tips, recipes and nutritional values for pears on social media from November 2020 to March 2021.

This is the first time PBNW has embarked on these type of integrated promotions across the Latin American market, reaching new audiences and gaining an important place in the minds of consumers as they shop.

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PORTLAND, Ore. – January 28, 2021 – Pear Bureau Northwest (PBNW) is partnering with one of the most famous Mexican wrestlers (Luchadors), Psycho Clown, who will tout healthy, delicious pears to his broad fanbase. Psycho Clown comes from a luchador family, son of Super Porky, and brother of La Goya, growing up in the luchador community and interacting with lucha libre fans his entire life. He is considered one of the best, most popular luchadors in Mexico and one of the most well-known among kids.

This partnership expands on the success of a luchadores broader school outreach and in-store promotion campaign called Luchando por Estar Bien (Fighting for Wellbeing). PBNW is the lead organization in a USDA grant-funded joint activity taking place in Mexico with four other fruit commodity groups – Washington Apples, NW Cherries, California Pears and US Blueberries. The program teaches kids the benefits of eating fruits in a fun, action-packed way. The 2020-21 season marks the fourth year of the joint activity.

Psycho Clown is aware of the childhood obesity problem in Mexico and will add zest to this program and validate its message to help kids follow a heathier lifestyle.

“Working for Luchando por Estar Bien is something that really thrills me, and at the same time excites me and motivates me to give it my all in my trainings and in my diet, and to be sure that what I’m eating gives me mental and physical strength, such as fruits,” said Psycho Clown. “I’m ready to help all Psycho Loco kids as much as I can, to make them as passionate as I am about eating healthy and delicious foods such as pears. For me, it is a pleasure to fight together with our participating fruit for the cause of good eating!”

Due to COVID-19 closures of schools in Mexico, PBNW has moved the Fruit Luchador school outreach from in-person events to virtual events. The Fruit Luchador actors started performing three to four virtual events per school per day from November through February and will potentially resume in-person outreach events from May through July if the pandemic situation has improved. The outreach events are being conducted in the three largest cities – Mexico City, Guadalajara and Monterrey. In-store promotions are also planned with retailers that are still allowing outside promoters into their stores. While sampling is no longer allowed, the demonstrators can distribute promotional giveaways and encourage consumers to buy the promoted U.S. fruits.

Teaming up with Psycho Clown is a major way to boost the Fruit Luchadors in their fight against Mr. Obesity, Dr. Laziness and Mr. Diabetes. You can follow their battles on Facebook – Luchando por Estar Bien | Facebook.

The post Pear Bureau Northwest Recruits Top Luchador, Psycho Clown appeared first on USA Pears.

PORTLAND, Ore. – January 26, 2021 – More than 100 chefs from across the United Arab Emirates-UAE created history on January 4 by producing 2,209 pies made with USA Pears and setting a Guinness World Record for the longest line of pies. Twelve teams participated in this special day that was a collaborative effort between Jumeirah Creekside Hotel, Radisson Blu Hotel DDC, Madinat Jumeirah, Le Meridien Airport, JW Marriott Marquis Hotel Dubai, Crowne Plaza Shaikh Zayed Road, Waldorf Astoria DIFC, Double Tree by Hilton JBR, Bakemart, Emirates Flight Catering, Caesars Bluewaters Dubai, Sarood Hospitality and the team of students from International Centre for Culinary Arts Dubai (ICCA). Each chef used the same pear pie recipe, using approximately 5,512 pounds (around 2 1/2 pounds per pie) of pears to achieve the record. Upon achieving the Guinness World Record, the pies were donated to charity.

This event took place at the gardens of the Jumeirah Creekside Hotel, where judges from the official Guinness adjudicator and auditors were set to measure the results. Danny Hickson, Events and Production Manager of the Guinness World Records was the official judge and was assisted by two judges from the official Guinness World Record adjudicators wearing face masks and gloves for safety. Their job was to count each USA Pear pies one by one and record the results.

Valerie Brown, U.S. Consulate in Dubai – Office of Agricultural Affairs, was impressed with the event. “What a wonderful day to be in Dubai, to be a part of this Guinness World Record. What could be better than sweet and delicious pear pies?”

Danny Hickson of Guinness World Records said: “I am excited to announce the record of the longest line of pies. The existing record was 1,608 in 2016.” Guidelines were checked by Hickson, and several important rules had to be achieved for USA Pears to earn the reward. Pies were required to be within 6-10 inches wide and placed in a continuous line, and no food could be wasted.

The event was streamed on Facebook Live, reaching over 17,000 viewers. The event reached more than 30,000 people including many importers, retailers and traders of fruits and vegetables, as well as capturing attention in foodservice and consumer segments.

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Contest showcases key pear varieties during peak season

PORTLAND, Ore. – January 21, 2021 – Pear Bureau Northwest (PBNW) is pleased to announce the winners of its World Pear Day and National Pear Month display contest with the Defense Commissary Agency (DeCA). The contest invited all commissaries from across the U.S. to build eye-catching displays that showcased all varieties of USA Pears both bulk and bagged.

Entries were compared and judged for their shopper-friendly displays with attention to creativity and department impact.

“The produce managers participating in the contest went over and above with eye-catching and educational displays that are sure to increase pear sales,” noted PBNW Regional Marketing Manager Bob Catinella. “Selecting just two winners was a difficult task, with many entries showing exceptional creativity. We appreciate everyone who created memorable displays and thank them for contributing to our pear category.”

The two winners of the display contest were Veronica Martinez of San Diego NB Commissary in San Diego, CA and Leander Braziel of McConnell Commissary in McConnell AFB, KA. Both winners will receive a trip to the 2021 Produce Marketing Association (PMA) expo in New Orleans, LA that includes airfare, lodging and transportation.

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PORTLAND, Ore. – January 19, 2021 – Can you feel it? Pear love is in the air! Pear Bureau Northwest (PBNW) is pleased to introduce a turn-key nationwide “Aisle of Red Pears” (Say it out loud!) display challenge open to retailers of all sizes in the U.S. and Canada, coming just in time for the health-focused months in the new year.

The post Every Entry is a Winner in Pear Bureau Northwest’s “Aisle of Red Pears” Display Challenge appeared first on USA Pears.

PORTLAND, Ore. – December 10, 2020 – USA Pears is excited to announce a new partnership with Cabot Cheese and California Walnuts. Coinciding with National Pear Month throughout December, the 360° promotion includes in-store activations with high-graphic display bins cross-merchandising pears, cheese, walnuts and honey, and a high-value coupon offering savings on the purchase of all items. There are currently over 1,100 bins placed at stores around the U.S. and participating retailers include Jewel-Osco, Hy-Vee, Giant Foods, Albertsons/Safeway (Portland division) and more. Retailers are also sharing relevant content on their social media channels.

Each year in December, the U.S. Department of Agriculture proclaims National Pear Month, a chance to celebrate the bounty of the Northwest. This month marks the time when all ten varieties of pears grown in the USA are at their peak freshness and availability, making pears an irresistible choice for holiday treats, as well as general munching.

“Teaming up with Cabot Cheese and California Walnuts is a wonderful opportunity to showcase the sweet and savory flavor combination. We also know that many consumers are still stuck at home and looking for easy recipes, whether entertaining for the holidays or making a quick weeknight dinner,” said Marketing Communications Director Kathy Stephenson. “With this campaign, we are aiming to inspire consumers and encourage them to try their own cheeseboard pairings.”

For Cabot Cheese, collaborating with produce items like pears offers a chance to connect with more customers while also educating them. “Put the juicy sweetness of fresh fruit and the creamy sharpness of our farmers’ naturally-aged cheeses together and you have a bite made in flavor heaven. Extra Sharp Cheddar’s citrusy tang is the ideal companion for the sweet tender juiciness of pears, but we suggest you try a variety of flavors, as they all complement the loveliness of pears,” said Cabot’s Brand Communications Manager Rachael Keyes.

Pears and walnuts make for a delicious, nutritious pairing and can be combined in many innovative ways in addition to enhancing cheeseboards. “We are delighted to join USA Pears in celebrating National Pear Month with this inspiring holiday promotion. The flavor and texture of pears and walnuts work perfectly together beyond holiday favorites, such as snacks, salads, and main dishes,” said the California Walnut Board’s Marketing Director, Jennifer Olmstead.

With the 2020-21 Northwest pear season in full swing, USA Pears has been working on developing innovative promotional activities to keep pears top of mind and drive purchases. The organization is carrying out promotional tactics at the store level and digitally, with an increasing focus on reaching consumers through online shopping. This includes directing consumers to our 400+ shoppable recipes with organic and paid social media, focusing content on recipes that are easy to make at home, promoting pears for online shoppers, and educating consumers who are looking for longer lasting produce items.

Be sure to follow USA Pears on Facebook, Instagram, Twitter and Pinterest throughout the season to see and learn more about pears.

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