Multi programme for European Conference pears in Germany

This programme concerns an information campaign for fresh pears (Conference) in Germany. The Conference pear is widely grown in Europe. With a production of 953 tons, more than 40% of the European production share (2015), this pear is the most important variety in Europe. The pear has several advantages compared to other pears: its long shelf life and versatility. The pear is suitable for people who like hard and crispy pears (slightly under-ripe) as people who prefer their pears soft and sweet (ripe). Taste tests have shown that Germans value the Conference pear highly, but are not, or insufficiently, familiar with it. This is an important finding, which demonstrates that there are indeed opportunities for expansion in the German market, but that this must be paired with the necessary information and measures at the point of sale. Therefore, the main goal of the campaign is to let as many as possible German consumers taste the Conference pear. Besides tastings, consumers can find more information about the versatility of the Conference pear on the website and in the consumer brochure. Furthermore, we will advertise in retailer magazines. In order to reach the key decision makers in German retail, we will advertise in trade magazines and be present at the most important trade event for fruit & vegetable professionals in Germany.http://www.conferencebirnen.de