The new Migo pear season has started following a harvest that benefited from sunny and warm weather. Growers report higher volumes than last year and describe the fruit as firm, with a sweet flavor and green skin that offers good shelf presentation and shelf life.
© EFC Fruit
Point-of-sale activities
To support the season's launch, point-of-sale activities are taking place in several markets. In Germany, sampling is being carried out at supermarket entrances to introduce consumers to the pear directly at retail locations. Other key markets are focusing on sales-driven initiatives and in-store communication. Retailers are being provided with materials designed to encourage consumer trial and highlight product characteristics.
Weather impact on quality
Favorable weather conditions have contributed to increased volumes and fruit quality this year. The pears have developed a crisp texture and a juicy, sweet taste. The fresh green skin is also noted for contributing to presentation and shelf life in stores and in households.
Market positioning
The Migo pear is positioned as a convenient snacking option, combining attributes associated with both apples and pears. The variety is being marketed to fit different consumption moments, such as at work or on the go. Claims used in campaigns emphasize its crisp bite and ease of eating compared with other pear varieties.
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