New elevated branding set to position the pear as premium offering
Premium, New-Zealand grown pear, Piqa Boo, has rebranded with a new look and name ahead of the 2025 export season.
Piqa Red will launch to the Chinese market with elevated branding that reflects the fruit’s vibrant colour, juicy crunch, and sweet tropical flavour.
The striking red pear is a unique interspecific pear variety – a mix of European, Chinese, and Japanese pears – that exhibits a distinctive heart shape, and a crisp, juicy texture.
Piqa Red developer, Prevar said the rebrand was part of a global strategy to position the fruit as a premium, indulgent offering.
“Piqa Red is unlike anything else on the market,” said Amanda Lyon, brand manager at Prevar. “This fruit has developed a loyal following in Asia, and we’re thrilled to introduce the new brand to Chinese consumers this year. With its beautiful new look, Piqa Red is as visually stunning as it is delicious.”
Volumes remain limited for 2025, but according to Prevar, plantings are expanding internationally. The developer is also welcoming interest from new growers.
