Having enjoyed a successful opening 12 months to direct trade into China, the Northwest pear industry hopes a pointed marketing campaign will help it leverage further opportunities in the world’s most populated market.
Pear Bureau Northwest’s Chinese representative office has launched the “God of Wealth” promotion to heighten awareness of its offering around this week’s Chinese New Year celebrations.
The campaign includes taste testings at six supermarkets in the Shanghai area over the week-long celebration, with a promoter, dressed as the God of Wealth, handing out souvenirs to consumers.
Lynsey Kennedy, international marketing manager at Pear Bureau Northwest, told China Daily the welcoming of the Lunar New Year presented her organisation with a significant marketing opportunity.
“The red varieties — Starkrimson and Red Anjou — have been popular in China due to their auspicious colour in local culture,” Kennedy said.
After winning market access in early 2013, the Northwest industry shipped 6,611 cartons to China at the tail end of last season. Exports have already topped 138,000 cartons this season, making China the seventh largest market for US pears.
Despite the rapid growth, Kevin Moffitt, president of Pear Bureau Northwest, said the industry must continue to position itself in the market.
“The biggest challenge is the fact that US pear varieties are not well known to Chinese consumers or even many fruit importers and wholesalers,” Moffitt told China Daily.
“In addition, they are harvested when they are mature but not ripe. So consumers need to know how to select and ripen our pears to fully enjoy the sweet and juicy flavour.”
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