06/03/05 What`s new in pear promotions?

06/03/05 What`s new in pear promotions?

Day two of Pear Bureau Northwest's annual and regulatory meetings & the series of meetings conducted by various groups within the pear industry&features the organization's annual meeting in Portland, at which time, the 2005-2006 marketing campaign will be revealed. Kevin Moffitt of Pear Bureau Northwest says some familiar favorites will remain a part of the marketing strategy such as the Auntie Oxidant character, and various promotions during, and centering on, the holidays. MOFFITT: We will continue with our in-store radio which is broadcast to about 22,000 supermarkets in the U.S., with radio messages. And we're going to continue that with a broader based message there. But even with the continued support of familiar programs, Pear Bureau Northwest also plans to add some wrinkles, such as sponsorship of a health and lifestyle television show. MOFFITT: It's shown on news channels. And I believe that that is hosted by Chris Evert of tennis fame, and then a parenting show which is hosted by Cheryl Ladd, so we're going to be involved in some consumer programs such as those. Moffitt says the new strategy is designed to continue the linear steps of pear awareness from retailers to consumers, especially as new technologies allow more ripened pears to be on store shelves, and greater promotion continues on the health benefits of the fruit.
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