Sacramento, CA – The fight against breast cancer is gaining momentum in the produce aisle as an increasing number of pink boxes, labels and packages begin to make an appearance. The latest entry in the effort to support this important cause is the California Pear Advisory Board which will launch its Pears Care campaign in conjunction with Susan G. Komen for the Cure.®
“Susan G. Komen for the Cure is proud to partner with the California Pear Advisory Board to raise awareness for breast cancer, which includes living a healthy lifestyle,” said Katrina McGhee, senior vice president global partnerships and development. “Programs like Pears Care help to start a dialogue about breast health while raising funds that are vital to our promise to end breast cancer forever.”
As part of its new Pears Care promotional campaign, the California Pear Advisory Board has donated $25,000 to Susan G. Komen for the Cure. A number of new retail and consumer packaging options are available and all packages feature the signature pink color and the Susan G. Komen for the Cure logo.
“Facts show that 1 in 8 women will be affected by breast cancer in their lifetime and certainly the disease has touched the lives of many in our own pear industry,” said Chris Zanobini, President of the California Pear Advisory Board. “This is why the Pears Care campaign is so relevant and important to us.”
Zanobini noted that nutritionally, pears are low in calories, high in fiber, are a good source of vitamin C and contain natural antioxidants. Because just one pear provides about a quarter of the recommended dietary requirement for fiber, pears are one of the top food choices when it comes to fiber. Fiber has been shown to play a major role in weight management which can be one of the keys to preventing diseases such as cancer. In fact, the American Institute of Cancer Research states that “maintaining a healthy weight may be the single most important way to protect against cancer.”
Zanobini explained that the new Pears Care campaign is designed to increase breast cancer awareness and to communicate with consumers the importance of eating healthy fruits and vegetables, such pears, in reducing cancer risk.
Campaign materials created by the CPAB Board’s advertising firm, MJR Creative Group, feature a new Pears Care logo and in-store POS signage. The messages encourage purchase of pears to support the efforts of Susan G. Komen for the Cure.
For retailers, a number of packaging options are available including bulk shipping containers, which can be used in building retail displays. Consumer packs are also available by request from certain shippers and retailers have the option of utilizing specially designed pink tote bags.
“The most important part of this promotion is to raise awareness for the fight against breast cancer,” said Zanobini. “So, the more pink boxes and bags of pears we can get in the store, the more we can support the efforts of Susan G. Komen for the Cure. This is why we have created a campaign that is visually appealing and compelling and we have provided retailers with a number of options to get the message about preventing breast cancer into their stores.”
Zanobini noted that the campaign already has support from a number of retail operations across the country and any interested retailer can still contact CPAB to set up a promotion.
“We are focusing the Pears Care promotion during the California pear season which runs from July through November and allows us an opportunity to tie-in with National Breast Cancer Awareness Month in October,” said Zanobini. “Our hope is to expand the campaign in future years and to coordinate with retailers who are committed to this important cause.”
Zanobini noted that breast cancer awareness activities are conducted throughout the nation on a year-round basis and the California pear industry is interested in supporting any ongoing efforts retailers may be involved with in the future.
“As it says on our new box, together we CAN make a difference,” said Zanobini. “We are encouraging retailers to contact us to discuss ways to support this important cause as we work to expand the Pears Care campaign and increase our contributions to Susan G. Komen for the Cure.”
Source: California Pear Advisory Board
