The Government of Portugal will launch a campaign to boost demand for Rocha pears in the domestic market, given the difficulties in exporting this variety. The goal of the campaign is to promote the Rocha as "the pear that can be consumed in many ways and at different stages of maturity; either fresh, or used as an ingredient in desserts," points out Aristides Secio, president of the National Rocha Pear Association.
The campaign slogan is "Rocha pear: the taste of Portugal" and will reach consumers through the media.
The Rocha Pear Association has shown its appreciation for the campaign, while also stating that the success of the variety must rely on "seeking new markets and demanding customers who can appreciate our pears," pointed out Secio.
The president of the Association notes that the fruit's production "is highly fragmented and this causes problems for exporting. I would like there to be a single entity to oversee the marketing and sales of pears," said Secio.
The president of Portugal's Rocha pear operators talked about the Compete 2020 programme, created to encourage and stimulate growth and job creation to boost the production and export of goods and services, and where Rocha pears have their own programme. "I think the Compete 2020 is an important tool for small and medium Rocha pear producers, providing support for international marketing initiatives and encouraging the search and access to new markets. By making good use of this, I believe producers will be able to conquer new markets and make the Rocha Pear brand stronger and more competitive," concluded Secio.
