European fresh pears (Conference) in Italy

This programme is an informational and promotional campaign for European fresh pears (Conference) in Italy. The Conference pear is the most commonly cultivated pear in Europe; 53% of all pears cultivated in Europe are Conference pears and this percentage is growing. In order to safeguard the future cultivation of this important pear variety, it is essential that we also obtain a better market position in our own European market. Italian pear production suffers from climate problems and disease issues. Future outlook doesn’t look promising to solve these problems as the necessary financial input is insufficient. The decrease in Italian produce offers opportunities for European Conference pears from f.e. Belgium and The Netherlands who’s pear production is still on the rise. The European fresh fruit sector is exposed to unprecedented geopolitical and economic challenges, so it is important to build up a more stable sales market in our own European market. Enhancing the competitiveness and consumption of European fruit will benefit the realisation of the EU policy of increasing sustainable production and consumption of agricultural products. With this new promotional campaign for European Conference pears in Italy, we will try to reach our B2B target with an integrated multichannel or omnichannel 360°C campaign. With the campaign, we want to highlight that the European Conference pears have high quality and a premium taste and are produced on a sustainable way. The campaign starts in January 2025 and runs for a period of 3 years.