The 2015 Washington State Bartlett harvest is underway. Initial harvest reports reveal that early field predictions indicating an increase in small-sized pears are proving to be accurate.
According to Steve Castleman, Senior Vice President of Sales for CMI, packing reports coming out from orchards already harvested show Bartlett sizing is down significiantly from last year. “Our horticulturists told us to anticipate having more small Bartlett pears to sell and that’s the story. This will require most retailers to rethink their Bartlett pear plans because for the first time in several years the promotable pears will be small bagging-sized fruit.”
Castleman reported that sizing in Anjous and Bosc may be normal but the boost in small Bartlett pears opens a door for supermarkets. “Last year we had to turn retailers away who wanted to jump on our pouch bags because we didn’t have the supply of small fruit. That’s completely changed this year with fewer large Bartlett pears and significant, promotable volume in our bagging sizes.”
An increased supply of smaller Bartlett pears for bags creates a big opportunity for creative retailers, according to Steve Lutz, Vice President of Marketing for CMI. He says bags have been driving pear category growth over the past year. “Small fruit is perfect for premium pear packages and Nielsen data for the past 52 weeks shows that pear category growth is being driven by pear pouch bags.”
Lutz reports that over the past year for the total U.S., Nielsen scan data shows that random weight pear volume declined by 9.4% while bagged pears increased by 18.2%. “The growth is being driven by bag sizes of 3 lbs and smaller. Any retailer that hasn’t jumped on these packaged pears is missing sales,” he said.
While the Nielsen data shows packaged pears driving category increases, the two-pound pouch bag is the key opportunity for rapid growth. “Over the past year, sales of 2 lb pouch bags are up by 125%. No package size in the top 10 comes close to the rate of growth being driven by 2 lb pouches.”
Lutz says that consumer feedback indicates shoppers like the 2 lb pouch because it is small enough to encourage trial by light users.
“50% of U.S. households have two people or less,” said Lutz. “The average pear consumer is an infrequent buyer so they are cautious. With a lower price point consumers see CMI's 2 lb Sweet Gourmet™ Bartlett pear pouch as lower risk than buying a larger, more expensive bag enabling us to attract new consumers into the category.”
Lutz also said he believes the success of pouch bags is related to stronger graphics on the packages as well as the upscale appearance of the bags. “Bagged pears were traditionally packed in low cost poly bags conveying a low quality message to consumers,” said Lutz. “The beauty of our new pouch bags is that they appeal strongly to consumers looking for both high quality fruit and the convenience of not having to select individual pears.”
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Columbia Marketing International (CMI) is one of Washington State’s largest growers, shippers and packers of premium quality cherries, apples, pears and organics. Based out of Wenatchee, WA, CMI delivers outstanding fruit across the U.S.A. and exports to over 60 countries worldwide. For more information, visit www.cmiapples.com
Contact Person: Katharine Grove, Marketing Specialist – Phone: 509-888-3427, or 509-885-0444 Fax: 509-888-3418 Email Address: Katharineg@cmiapples.com URL: www.cmiapples.com
Source: Columbia Marketing International (CMI)
