USA Pears Unveils New Brand Identity to Better Engage Modern Consumers
October 23, 2025 | 4 min to read
USA Pears unveils a modern brand identity — including a new logo, website and trade collateral — to reposition pears as a fiber-forward, everyday fruit. Rooted in consumer research and created with Elemeno Creative Services, the refreshed look features verdant greens and a forward-leaning pear to boost visibility and appeal. Backed by 700+ grower families, the campaign highlights pears’ 6 grams of fiber, year-round availability, recipes and ripening guidance.
Redesigned logo, website, collateral promote fiber-forward fruit for uptake in daily diets
MILWAUKIE, Ore. — USA Pears is reintroducing consumers to domestically grown pears with a fun, fresh and modern look. For the first time in 40 years, the organization is launching a new logo — debuted at the International Fresh Produce Association Global Produce & Floral Show in Anaheim, California — to capture the attention of the largest global buyer presence in the history of the event. The restyled brand identity, which extends to an updated website and supporting brand collateral like an immersive trade show booth, coincides with a renewed focus on educating the public about the full range of benefits, nutritional to culinary, of this often-overlooked fruit.
“Pears don’t get the attention that they deserve, and we’re ready to remind shoppers how flavorful, nutritious and versatile they are for everyday eating,” said CarrieAnn Arias, president and CEO of USA Pears. “Our new logo adds to the excitement and momentum already underway promoting an uptake of fresh pears in the next generation of health-minded consumers.”
Logo evolves with consumer insights
USA Pears engaged Elemeno Creative Services to evolve its long-standing brand identity with the goal of helping pears feel modern, approachable and relevant to today’s shoppers. Research shows pears are already recognized as a healthy, flavorful fruit, but some customers see them as an occasional choice rather than part of daily life. That’s why the new brand identity isn’t just about a logo — it’s about transforming perception that pears are modern, versatile and an essential way to boost fiber naturally in everyday meals and snacks.
Now sporting two verdant green tones and a more prominent, forward-leaning pear, the new USA Pears logo is anchored by a cleaner and more readable font. The bold typeface reflects the curves and softness of the fruit, contributing to the cohesiveness of the design. The logo is built to stand out in today’s busy produce aisle while reflecting the simple, natural goodness pears are known for.
“This logo captures the fresh energy behind USA Pears. It’s simple, vibrant and recognizable even on the smallest PLU sticker,” said Arias. “It’s a signal to shoppers that when they see this mark, they’re choosing U.S.-grown pears backed by generations of Northwest growers.”
USA Pears represents more than 700 grower families along with 30+ packer and shippers in Washington and Oregon, who together produce and market the majority of fresh pears grown in the U.S. Ultimately, the new logo will be featured on most pears sold in the U.S. as well as exported to international markets. The fall harvest is currently underway in the Pacific Northwest, with yields expected to exceed last year’s harvest by an estimated 60%. Consumers can expect to see pears bearing the new logo in stores in spring.
Reintroducing the benefits of pears
A new logo is just one element of USA Pears’ plans for elevating pears in the minds of consumers. The organization will be generating greater awareness of the fruit, its nutritional value and its other advantages through first-time promotional campaigns on streaming TV during NFL games. Coordinated outreach to dietitians and influencers is expected to further amplify its educational efforts.
According to Barbara Ruhs, MS, RDN, and director of nutrition affairs and communications for USA Pears, “Fiber is the #1 nutrient gap in the American diet and pears are the perfect solution to improve meals and snacks by adding more fiber. One medium pear provides 6 grams of fiber, or 20% of the recommended daily value, and its fiber can promote wellness — all for only about 100 calories.”
Ruhs notes that pears have another key advantage: fresh availability throughout the year. During harvest, 10 varieties of the fruit are picked at maturity, not ripeness. Cold storage slows the ripening process while pears kept at room temperature ripen more rapidly. Once a pear reaches preferred ripeness, indulge right away or refrigerate it to enjoy later. There is no “right” level of ripeness – it’s a matter of personal taste, preference and use. Pears are perfect for snacking, salads, smoothies, entrees, desserts, charcuterie and even cocktails.
Ruhs adds, “While the flavor profile varies in sweetness and firmness among the 10 varieties of pears, the benefits of the fruit’s dietary fiber remain unchanged.”
USA Pears offers recipe ideas, as well as ripening tips and nutritional information, on its redesigned website at www.usapears.org.
About Pear Bureau Northwest
Pear Bureau Northwest, dba USA Pears, is a nonprofit marketing organization established in 1931 to promote the fresh pears grown in Washington and Oregon, home to 88% of the U.S. commercial fresh pear crop. The bureau represents over 700 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.