Export marketing focus will be limited to Canada, Mexico and Central America as a result of near one-third volume decrease on five-year average
Pear production in the US states of Oregon and Washington will be considerably lower this season as a result of “intense freezes” in the past two years
According to a new forecast issued by industry association Pear Bureau Northwest (PBNW), the region’s initial fresh pear estimate is for 10.6m standard box equivalents, down 31 per cent on the five-year average.
In terms of varieties, the steepest decline is expected for Bosc, down 62 per cent compared with last year.
The volume of Green Anjou, meanwhile, is due to be down 36 per cent on the five-year average.
For organic pears, the estimate is 1.4m standard box equivalents, or 13 per cent of the total projected Northwest crop.
Across all regions, harvest began in early August for Starkrimson and Bartlett pears, with growers beginning to pick Bosc, green and red Anjou by late August.
Harvesting of speciality varieties such as Comice, Seckel, Forelle and Concorde will be completed by late September, PBNW said.
“Despite this year’s shorter crop and some regional differences in overall appearance, this year’s harvest will continue to deliver a great eating experience for the consumer,” said CarrieAnn Arias, president and CEO of PBNW.
Tighter volume for export
With availability tighter than usual, the bulk of US pear export shipments is likely to be to Canada and Mexico this season.
“The export team stands at the ready to promote USA Pears to whichever export markets they are shipped to for the upcoming season,” said Jeff Correa, director of international marketing.
Correa confirmed that PBNW will have a full promotion programme outside the US, with a focus on in-store activities as well as larger-scale activities such as movie tie-ins and TV advertising in Mexico.
Digital marketing efforts have become a bigger part of the organisation’s promotional toolbox during the past few years, he added, noting that PBNW will be “very active in this space” with leading retailers in Mexico, Canada and Central America.
An in-store and social media campaign to promote and establish red Anjou pears in more export markets will also be established this season.
