U.S.: Northwest pear volume down but prospects good
USA Pears has reported lower production in Washington State and Oregon this year, though various global marketing strategies are planned to pump up sales. 
The Northwest growing regions of Wenatchee, Yakima, Mid-Columbia and Medford have forecast a total output of 411,400 metric tons (MT), representing a 13% year-on-year decline and a 6% drop from the five-year average.
The Green Anjou will be the most abundant variety making up 53% of total production, followed by Bartlett and Bosc pears.
Despite the lower output, USA Pear's North West president and CEO Kevin Moffitt said he was positive about the upcoming marketing season due to the fruit's good quality and the extensive promotions planned.
"We haven't had any major weather issues to date, and the industry is expecting a crop of excellent quality and fruit size to meet the demands of the domestic and export markets," Moffitt said in a release.
"We have a full season of promotions planned, as well as consumer advertising, social media and PR to continue to raise consumer awareness and spur demand."
The marketing programs' key focus will be on a new advertising campaign to help raise awareness about pear ripening and recipe usage, along with a strong retail push beginning with tactics to support the crop as soon as adequate volumes become available.
On top of that, the USA Pears website will undergo a redesign in an effort to increase the organization's social media presence, and an integrated PR program will support retail promotions encouraging good nutrition
Marketing strategies will also take place internationally, with an interactive learning center Road Show planned in China, and a partnership with Fox Pictures and Universal Pictures in Mexico and Central America which will afford USA Pears usage rights of characters from movies like Despicable Me to promote the fruit.
The organization's top export markets are Mexico, Canada, Russia, Brazil, Colombia, the UAE, along with China and India which are the two fastest-growing markets for the industry.
Photo: USA Pears
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