PORTLAND, Ore. – Pear Bureau Northwest (PBNW) consistently develops fresh and innovative promotional strategies for USA Pears in a rapidly changing retail and consumer landscape. In direct response to meat shortages and higher prices throughout North America, the organization has launched a new initiative pairing fresh pears with plant-based meat and plant-based proteins, inserting pears into the increasing amount of consumer interest in and consumption of these foods.
“Recognizing the interest in plant-based meat amid the scarcity and higher prices in the meat department, we quickly pivoted our strategy by working with influencers to develop recipes with trending alternative meats and plant-based proteins in a nationwide campaign. With more consumers cooking from home and looking for protein alternatives, we want shoppers to know that pears are incredibly versatile and filling as an ingredient. Pears are ideal with meat substitutes and in plant-based dishes, adding complex flavor and nutrients,” said PBNW President and CEO Kevin Moffitt.
The multi-faceted initiative includes around twenty influencers in key markets around the U.S. and Canada sharing pear recipe content that is focused on plant-based meat and alternative meat substitutes, plant-based dishes, and meals that are easy to cook at home for the whole family. In addition to working with influencers, PBNW is also engaging diverse communities of consumers with targeted social media advertisements, newsletters and articles, all of which spotlight the versatility of pears in all forms of recipes.
With pears still plentiful in the market, PBNW has remained nimble and innovative throughout the COVID-19 pandemic, directing consumers to our 400+ shoppable recipes with organic and paid social media, focusing content on recipes that are easy to make at home, promoting pears for online shoppers, and educating consumers who are looking for longer lasting produce items.
The organization plans to lead off the 2020-21 season with many of these tactics to reach consumers with an expectation that these new consumer shopping behaviors will continue even as travel restrictions lift.
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About Pear Bureau Northwest
Pear Bureau Northwest is a non-profit marketing organization established in 1931 to promote the fresh pears grown in Washington and Oregon, home to 88% of the US commercial fresh pear crop. The Bureau represents about 900 grower families and partners with outlets throughout the world in an effort to increase overall success with the pear category. The organization provides marketing and merchandising expertise that is customized specifically for each retail organization, using its pear consumer research findings as well as individual store analysis using an in-house data system that measures pear category performance nationwide and third-party research to show retailers how they perform versus their competition. Retailers who are interested in partnering with Pear Bureau Northwest should contact them at info@usapears.com or 1 (800) 547-4610, as well as visit USAPears.org or Trade.USAPears.org.
