NEW YORK, NY – Top produce buyers for hotels, restaurants, and food retailers were among the first to sample Italian Abate Fetel PGI pears when the delicacy made its U.S. debut January 30 at a special tasting in New York City’s famed Ai Fiori restaurant. The Abate Fetel pear from northern Italy has long been a favorite of European consumers, and is now available in the U.S. market.
The tasting, hosted by Chef P.J. Calapa of Ai Fiori, showcased the fruit in every menu item from cocktails to desserts, highlighting its delicate flavor profile and culinary versatility. Ai Fiori is a Michelin-starred restaurant that also earned three stars from the New York Times.
“The event was a fantastic opportunity for New York trade buyers and produce media to taste and learn about Italian Abate Fetel pears and meet the producers,” said Federico Milanese, head of promotion and international relations for Centro Servizi Ortofrutticoli (CSO). “Chef Calapa created a wonderful culinary presentation that showcased the delicate taste and versatility of the pear.”
“We're excited to introduce Italy’s Abate Fetel pear in the U.S. and so far the reaction has been very positive,” continued Milanese. “We believe American chefs and consumers will come to love this pear the way we Europeans do, both by itself and as an ingredient in a wide variety of dishes.” Milanese noted that the fruit is often paired with other Italian delicacies like Parmigiano Reggiano and Balsamic Vinegar of Modena to create dishes of extraordinary flavor and texture.
In addition to tasting the Abate Fetel pears in a variety of dishes, the tasting event included a drawing for a trip to the home of Abate Fetel pears in Emilia-Romagna. Vic Savanello, the first vice-president of the Eastern Produce Council and director of produce and floral for Allegiance Retail Services, LLC, won the drawing and will visit Italy in September 2014. Allegiance Retail Services is a retailer-owned co-op serving communities at more than 80 locations in New Jersey, New York and Pennsylvania. “Just to taste these delicious pears was a treat, and to get to visit the place they come from is the chance of a lifetime,” said Savanello.
European Flavors, a nationwide promotional campaign financed by the EU, the Italian State, and the 67 member companies of CSO, the Italian fruit and vegetable sector trade organization, is spearheading a national marketing effort to support Abate Fetel PGI pears in the U.S. European Flavors was organized to promote Italian and European fruit and vegetable products internationally with a focus on the United States, Canada, Russia and Japan. Abate Fetel pears will be the subject of a focused marketing effort to educate the U.S. consumer and trade produce market about the flavor, versatility and nutrition found in this distinctive Italian fruit.
Ongoing promotions will continue via representative member companies, including Alegra, Apofruit, Valfrutta, and the new consortium Pera Italia. Pear sales are supported by a national promotional campaign among supermarkets, gourmet shops and other produce retailers across the United States with eye-catching point-of-sale materials, trade exhibitions and media relations aimed at raising consumer and trade awareness for the Abate Fetel PGI pear. In addition to promoting the pears to U.S. retailers, the campaign will extend to the HORECA (hotel-restaurant-catering) channel with aggressive education and marketing outreach.
At approximately 150,000 tons annually, Italy is the largest European producer of the Abate Fetel pear, and is Europe’s largest producer of fresh fruits and vegetable overall, making it a key player in the global produce market.
About Abate Fetel PGI Pears
Virtually 100% of Europe’s Abate Fetel pears are grown in the relatively small Emilia-Romagna region, a requirement for the coveted protected geographic indication (PGI) designation. Available from September to April, the pear’s russet coloration, flask-like shape, rounded base and elongated neck give it a distinctive appearance. The pear is prized for its sweetness, juiciness, and considerable nutritional value. In addition, the Abate Fetel PGI pear can only be harvested at a specific stage of maturity and can only be sold when it achieves a specific sugar content, ensuring that every pear sold at retail meets the standards for quality and freshness.
About CSO
CSO is a service company set up to support its affiliates with the common aim of improving their strategies to increase competitiveness in the Italian fruit and vegetable industry. Established in 1998, CSO today numbers 67 companies, among the most representative of the Italian fresh produce landscape.For over six years the European Flavors project has promoted fresh and processed fruit and vegetables in the USA, serving as an umbrella organization for Italian producers and exporters.
For more information about Abate Fetel PGI pears from Italy, visit www.europeanflavors.eu.
Source: Centro Servizi Ortofrutticoli
