The Pear Bureau and Fresh Pear Committee held their annual meetings in Portland on June 2nd and 3rd. In addition to extensive reports on past and future activities, the promotion budgets were approved and the first crop estimates were finalized.
One of the highlights of the meetings was the promotion video. The video gives a good overview of the activities and promotions that the Pear Bureau conducts around the world on behalf of the fresh pear growers in the Northwest. You can see this year’s video as well as archived versions on the member’s Web site: http://trade.usapears.com/
Now back to the crop forecast. This year’s fresh pear crop is projected to be on par with the five-year average. With a projected total of approximately 18.5 million standard-box equivalents, the 2010 crop is estimated to be approximately 1% larger than the five-year average and 8% smaller than last year’s record-breaking crop.
After last year’s record crop, production of green Anjou pears is expected to decrease 10% but is still about 1% above the five-year average. Summer/Fall fresh pear production for 2010 is estimated to decrease by 4% from 2009, but remain 4% above the five-year average. Bosc production is estimated to decrease by 7% from 2009 and is projected to be 5% below the five-year average. Red Anjou production for 2010 is estimated to decrease by 6% from 2009 and be 15% above the five-year average. The Comice pear crop is expected to increase by 10% over last year and remain 16% above the five-year average.
The top three varieties in terms of production remain the same as in previous years; green Anjou pears are anticipated to make up 54% of the 2010 crop, and Bartlett and Bosc pears are expected to yield 21% and 14% respectively. Total west coast supply of fresh pears is projected to be 13% less than last year and about 1% less than the five-year average.
The Pear Bureau has a full complement of promotions planned to help move the upcoming crop. Key areas in this season’s domestic marketing program include a strong push for early crop movement and utilizing key marketing periods to increase demand and boost sales. The Pear Bureau is also using its in-house data analysis system to custom tailor promotional opportunities for retailers nationwide.
An integrated communications program supports and enhances ongoing programs with consumer and trade media outreach, recipe development for both consumers and foodservice, and the continued development of the online presence for USA Pears on www.usapears.org and social media outlets like Facebook, Twitter, and YouTube. In addition, “Pear Panache,” the Pear Bureau’s award-winning program directed to foodie consumers, continues into its fifth year of success with this season’s activities beginning early in the season.
The Pear Bureau will engage in export promotions in 39 countries worldwide, with eighteen international marketing representatives coordinating promotions for USA Pears with activities targeted and tailored for each country’s market. The top export markets for USA Pears should remain Mexico, Canada, Brazil, Russia, the UAE, Colombia, and Hong Kong, with India as a strong growth market for the industry.
If you have any question about the crop estimates or how we invest the promotional assessment, please feel free to contact me at any time.
All pears all the time, Kevin
firstname.lastname@example.org tel: 503 652-9720