The Greenery recently looked back on the 2014-2015 sales season with the Sweet Sensation growers. Although this season got off to an uncertain start due to the Russian market closing, the targets set beforehand were more than met. Sweet Sensation has, according to the sales organization, laid a good foundation in the past season for a strong market position in the future. The Sweet Sensation is of Dutch origin. In 1992, the red variety of the Doyenné was discovered in an orchard in Wijdenes. Fruit grower Joop van Doorn was so impressed by the colour and the sweet flavour that he saw potential for growing the pear commercially. The pear was patented under the name ‘Rode Doyenne van Doorn’. After the official introduction in the Netherlands, in 2010 the Sweet Sensation was available for a select group of consumers for the first time. Since 2012, The Greenery has gained full control of the licences.
Doesn’t drip
The new pear variety is characterized by its red blush and sweet flavour. The pear also has firm flesh and an extra thin skin, which makes it convenient for eating out of hand. A remarkable fact is that the juicy pear doesn’t drip. This means the Sweet Sensation can also be used very well in culinary dishes, sweet or savoury salads, and can be used in pies. In addition to a red blush, the variety also has a clearly redder bark than the standard Comice, and a red glow on the leaf. This makes trees very recognizable. Sweet Sensation pears are available from the Netherlands between October and February.
InternationalSweet Sensation is not just grown in the Netherlands and Belgium. The acreage of trees in France and the United Kingdom also keeps growing, according to product manager Bert Wiltschut. A steady increase is also expected in Italy. “At the moment, most of the planting is in the southern hemisphere, including Chile, South Africa and Argentina. All in all, around 130,000 trees have been planted. The first production from these is expected in 2017.” At the moment, there is also a trial planting in Germany, Slovenia and Turkey. This planting is expected to be converted to a definitive licence at the end of 2016. The Greenery sees a growing demand for year-round availability of Sweet Sensation. To meet this demand, extra trees will be planted in the coming years, including in Chile, Argentina and South Africa.
Sales to Asian countries optimistic
The harvest from the Netherlands and Belgium is mainly sold through retail chains. In addition to the core markets of the Netherlands, Belgium, Germany, the United 
Kingdom and France, this year the first Sweet Sensation pears have also been shipped to China. “The expectations for sales in Asian countries are optimistic,” according to the product manager. “We shouldn’t forget, however, that although Asians do find our pear very tasty, they still have to learn how to eat it. So conquering this market will be a gradual process.” He says that in future, the productions in the southern hemisphere will mainly be deployed to make European sales programmes in retail year-round. In addition, this can be utilized to extend the availability in the Asian countries. “We are expecting the market for Sweet Sensation to continue growing worldwide in the coming years.”
Kingdom and France, this year the first Sweet Sensation pears have also been shipped to China. “The expectations for sales in Asian countries are optimistic,” according to the product manager. “We shouldn’t forget, however, that although Asians do find our pear very tasty, they still have to learn how to eat it. So conquering this market will be a gradual process.” He says that in future, the productions in the southern hemisphere will mainly be deployed to make European sales programmes in retail year-round. In addition, this can be utilized to extend the availability in the Asian countries. “We are expecting the market for Sweet Sensation to continue growing worldwide in the coming years.”More information:
The Greenery
Bert Wiltschut