Pear Bureau Northwest is considering raising assessments to provide sufficient funding to carry out the group’s new demand-building marketing campaign and build up a reserve fund to continue those efforts, even in short crop years.
“As a grower paying assessments, I want to watch that five-year plan be executed,” said Craig Christensen, a grower from Dryden, Washington. “It’s pretty tough for the growers right now, but 4 or 5 cents to keep them in business is money well spent right now.”
At the annual meeting of Pear Bureau Northwest, which promotes Oregon and Washington pears, and the Fresh Pear Committee, which collects assessments under a federal marketing order, there was significant support for increasing the assessment — currently 51.6 cents per box — to help the marketing and promotional work keep pace with rising costs.
But the pear bureau board pushed the decision to its November meeting, directing staff to prepare a proposal for how much of an increase is needed to keep its work steady over the next five years.
“Carrie and team have a strategic plan, and it would be wise to set assessments so they can continue with the plan that they have,” said Ed Weathers of Duckwall Fruit Co. in Hood River, Oregon. “Let’s make a plan and show growers the strategy.”
Ultimately, the pear bureau board will make a recommendation to the Fresh Pear Committee, which has the authority to raise assessments. Both boards meet again in November and plan to revisit the issue then.
President CarrieAnn Arias presented the new USA Pears brand and marketing materials her team developed over the past year to target younger consumers and inspire them to see pears as a healthy, everyday fruit. Pears wearing descriptive nametags feature prominently in the marketing campaign.
For too long, pears have settled into a reputation as a “fancy fruit” for topping cheese boards and salads, she said, but that image doesn’t drive consumption like daily snacking.
Educating consumers about ripeness remains a priority as well, but the pear bureau is retiring the “Check the neck” slogan after surveys showed it wasn’t clicking with consumers. Instead, Pear Bureau Northwest will test two new slogans: “Does it feel ripe?” and “Pear Pressure.” Each will run with a guide that equates feel with eating experience, linking firm to crisp and soft to buttery.
“Not everyone likes them soft and juicy,” Arias said, adding that it is important to communicate about ripeness in a way consumers with different pear preferences could all use.
Barbara Ruhs, a registered dietician who joined Pear Bureau Northwest last year to help the industry develop more health research and bring more health insight into pear marketing, spoke about taking advantage of a social media trend encouraging fiber consumption.
The term “fibermaxxing” is having a moment, and pears plan to capitalize, she said. Ads will promote pears’ versatility, such as use in smoothies, with a tagline “Max your fiber, not your effort.” •
