“USA Pears are among the world's finest pears”, says Sumit Saran. Saran is the Pear Bureau Northwest’s representative in India. This non-profit marketing organization was established in the United States almost 90 years ago.
The Pear Bureau Northwest was established in 1931 to promote, advertise, and develop markets for fresh pears grown in Washington and Oregon. Pears from these two Northwest states are now distributed under the USA Pears brand. “These pears a grown in Oregon and Washington. Here, there is the right mix of volcanic soil, clean mountain water, and warm spring weather”, says Sumit.
“The area also has warm summer days, with cool nights. All these factors combine to produce excellent quality pears. This season, USA Pears have entered India with both the green and red varieties of the Anjou pear. For the first time, a small volume of Starkrimson and Bartlett Pears have been imported into the market too”, Sumit continues.
Sumit Saran is the Director of SS Associates, a food marketing consulting firm based in Delhi NCR, India. He holds a Master’s degree specializing in the international food business sector. He has more than 20 years of experience in managing and implementing the launch and promotion of various global food products on the Indian sub-continent.
USA pears complement Indian pears perfectly
He says, “Over the years, India has emerged as one of the fastest growing markets for USA Pears. The country is currently among the top 10 markets globally. USA Pears perfectly compliment the Indian Pear season. USA Pears are available in the market from November to March. Indian Pears are available from August to October.”
“The Indian market is expected to grow exponentially in the coming years as more consumers become aware of this fruit and availability penetrates to Tier II and III cities”, he continues. “Demand is coming from across the country. Demand is always increasing from the metros and Tier I cities.”
However, we have been pleasantly surprised by the increase in consumption in small and medium cities. At present, it is more a question of meeting the demand. As supply chain bottlenecks clear and better cold chain systems are created, we expect USA Pears to be consumed across India.”
When asked what kind of promotional strategies his company will take to promote USA Pears in India, Saran answered, “We are concentrating on below the line promotions. Also, we are looking at working with importers, wholesalers, and both modern and traditional retailers. We want to reach discerning consumers across India. We also have a consumer communication program. We will engage with newspapers, magazines, food writers, bloggers, and digital and social media influencers too.”
Not pricier than other imported fruit
When it comes to the issue of the average Indian consumer will be able to afford the fruit, Saran has the following to say: “In general, prices for USA Pears are not very different to the prices of similar imported fruits such as apples or kiwis. These fruits have found widespread acceptability. Indian consumers are more than willing to spend if the product is healthy, tasty, and good for the family. USA Pears are a wonderful addition to the shopping basket of discerning Indian consumers.”
The Pear Bureau Northwest has decided to educate consumers on how to test for the correct stage for eating pears. “Most people do not know how to check pear ripeness. This is because this fruit does not change color when maturing”, continues this representative. “Normally, when people buy Pears from retailers, they are very hard. USA Pears varieties like Anjou and Bartlett taste best when they are perfectly ripe.”
In order to promote this, the Pear Bureau Northwest is running a campaign called “Check The Neck” In India. “We educate consumers to press gently at the base of the Pear stem near the neck. If the pear yields slightly, your USA Pear is ready to eat. You can get your pears to ripen by leaving them at room temperature for a couple of days. Once ripe, you can refrigerate the pears for five more days.”
Pears are a fruit that often gets left out of Indian consumers’ shopping baskets. “This is because not much is known about this fruit”, explains Saran. “We as representatives of the Pear Bureau Northwest are making all the necessary efforts to make Indian consumers aware of the pears’ nutritional value.”
Tasty and healthy
“We also want to teach them about its wonderful taste. And make them aware of this healthy, anytime snack that is also the perfect addition to the various Indian cuisines including salads, entrees, and desserts.”
“Pears are a powerhouse of nutrition”, says Sumit. “They are an excellent source of fiber, potassium, and Vitamin C. Added to this, they are sodium, fat, and cholesterol free. A single medium pear contains nearly 24% of the daily fiber needs and only 100 calories. Eating a variety of fruits and vegetables is the foundation for a healthy lifestyle, and pears are a delicious part of this diet.”
Numerous studies indicate that pears help reduce cholesterol levels, the risk of coronary heart disease, and Type II diabetes. USA Pears contain Levulose, a natural sugar that can satisfy everyone’s sweet cravings guilt-free; even those of diabetics”, he concludes.
