USA Pears debuts new brand identity, highlighting flavor and versatility
October 14 , 2025
Industry organization USA Pears is reintroducing consumers to American pears with new and modern branding.
Debuting at the International Fresh Produce Association Global Produce & Floral Show in Anaheim, California, the organization is launching a new logo for the first time in 40 years. This restyled identity aims to capture the attention of the largest global buyer presence in the event's history and features an updated website, along with supporting brand collateral like an immersive trade show booth.
“Pears don’t get the attention that they deserve, and we’re ready to remind shoppers how flavorful, nutritious, and versatile they are for everyday eating,” said CarrieAnn Arias, president and CEO of USA Pears. “Our new logo adds to the excitement and momentum already underway, promoting an uptake of fresh pears in the next generation of health-minded consumers.”
A new USA Pears' logo driven by consumer insights
The industry organization engaged Elemeno Creative Services to evolve its long-standing brand identity. The goal was to help pears feel modern, approachable, and relevant to today’s shoppers.
Research shows the fruit is already recognized as healthy and flavorful, but some customers see pears as an occasional choice rather than part of daily life.
That’s why the new brand identity isn’t just about a logo, but about transforming perception—making pears feel modern, versatile, and an essential way to boost fiber naturally in everyday meals and snacks.
Now sporting two verdant green tones and a more prominent, forward-leaning pear, the new USA Pears logo is anchored by a cleaner and more readable font. The bold typeface reflects the curves and softness of the fruit, contributing to the cohesiveness of the design. The logo is built to stand out in today’s busy produce aisle while reflecting the simple, natural goodness pears are known for.
“This logo captures the fresh energy behind USA Pears. It’s simple, vibrant, and recognizable even on the smallest PLU sticker,” said Arias. “It’s a signal to shoppers that when they see this mark, they’re choosing US-grown pears backed by generations of Northwest growers.”
USA Pears represents more than 700 grower families along with over 30 packers and shippers in Washington and Oregon, who produce and market the majority of fresh pears grown in the US. Ultimately, the new logo will be featured on most pears sold in the US and exported to international markets.
The fall harvest is currently underway in the Pacific Northwest, with yields expected to exceed last year’s harvest by an estimated 60 percent. Consumers can expect to see pears bearing the new logo in stores in the spring.
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