Superfresh Growers® Details Increase in Volume for Organic Pear Crop; Catherine Gipe-Stewart Comments
YAKIMA, WA - Although the leaves have not yet begun to change their colors, other signs of fall have started to appear, including the arrival of Superfresh Growers® organic pear season. Kicking off in late August, the Pacific Northwest organic pear crop already looks promising, and the grower is anticipating increased volumes this year.
“We have a strong market position this crop year, with our organic pear crop accounting for 40 percent of all Northwest organic pears,” says Catherine Gipe-Stewart, Director of Marketing. “The organic pear crop is up with annual cycling and an increased transition to certified organic orchards. We are especially focusing on promotions for organic Bartlett and organic red pears. Sizing is looking to be two sizes smaller this year on summer pears (red and green Bartlett and Starkrimson). We are optimistic in winter pear sizing up a bit more before September and October harvest.”
As consumers get excited about fall, the season is a key time to merchandise new-crop pears, according to a release. Suppliers and retailers can use this time to tease what is to be expected for the remainder of the season, and in the past, it has been a successful strategy, with organic pears accounting for 11 percent of pear category sales last fall.
With the entire Northwest pear crop estimated to be up slightly year-over-year, this is a perfect time to continue expanding the organic pear category’s merchandising reach.
“With a larger organic pear crop, we hope to continue to grow this percentage of the whole category,” adds Gipe-Stewart. “There will be opportunities to promote all varieties of pears. Multi-color promotions are important to help with movement and excite consumers into trying new varieties. We have found that if consumers are a green pear heavy-user, they are more likely to purchase a Bosc or red pear if it’s on promo at the same time as a green pear.”
Superfresh Growers has already started its organic pear season with Bartlett and Starkrimson pears and will continue harvesting through October and into early November.
Retailers, begin thinking about autumn merchandising to increase register rings by appealing to consumers’ love of all things fall starting with Superfresh’s organic pears.
