Conference pears appeal to German supermarkets and consumers

For the second time the campaign 'Conference, always a good idea!' has run successfully in Germany. Thanks to over 700 shop floor tastings and cooperation from various outlets since mid 2012, many German consumers have been able to sample and become familiar with this tasty pear.

Tasting is very effective
Around 95% of German consumers rate the taste as good or very good and around 50% of tasters went on to buy Conference. Many German supermarket chains noticed improved sales of around 40% during tasting sessions and are eager to introduce more of these tastings next season. At the recently held Fruit Logistica trade fair, all German wholesalers and retailers could get to know Conference. A Conference campaign lady walked amongst the different stands of Dutch traders to promote bringing the campaign to their shop floor.

Sweet and juicy Spring
Customers can also sample the pear this Spring in German supermarkets such as Edeka, or Real. Many German chains introduced the Conference into their assortment after a great start last Autumn. Even two large supermarket chains who had never previously supplied Conference, acknowledge that due to this campaign they were now offering the pear to their customers. Many retailers have even run the advertisements from the campaign 'Conference. Immer eine gute Idee!' in their consumer magazines. The pear product group from the Dutch Fruit Grower Organisation (NFO) are happy with the result. She asks exporters to make use of the campaign and to continue to strengthen relations with Germany by delivering good quality Conference.

Conference Facebook friends
In addition to the tastings, the campaign provides a solid fan base on Facebook. To enhance the reputation, last Autumn they ran a scratch and win promotion with tasty prizes or a weekend away. Meanwhile 2000 German fans regularly get tasty recipes, product information and tips. This Spring there is another online competition which supermarkets can bring to the attention of their customers.

Cooperation between The Netherlands and Belgium
The three year campaign, 'Conference, always a good idea!' is a project from The Netherlands and Belgium and is financed through PT financing and European subsidy. The campaign focuses on Germany, a potential growth market, but there are additional promotions amongst the home markets in The Netherlands and Belgium to help stimulate consumption. Those interested in participating should contact the secretariat for more information on the Dutch Fruit Growers Organisation at: info@nfofruit.nl.