In October 2016, Migo will appear on shelves for the first time. The ‘friendly’ pear, the smooth brother of Conference pears, is being harvested in September, and will be given a few days of ‘rest.’ After that, Migo will be presented in target markets, including the Benelux, Germany, Scandinavia and the UK. There are no precise volume estimates yet. “We have sufficient stocks to supply our customers for three to four months,” says Urs Luder, variety manager. “We consciously decided to supply all of our target markets. We have to prepare them for the coming years, because every season will have more production. We are now laying the foundation.”
Urs Luder during during the announcement of Migo in 2015.
Cheerful pear
Luder is very positive about Migo. “The intention is to present this pear to audiences in a unique and cheerful manner. The sticker featuring a smiley face is clearly present in the campaign.” Smiling: “The Migo is making me cheerful right now even without the sticker, because they are currently hanging beautifully on the trees. The smooth skin, the beautiful colour and the calibre, they are truly beautiful pears.” Luder is pleased not just GKE vocalises their confidence in the pears. “Three European distributors are right behind us now. They are going to give 100 per cent to sell Migo. That is the power of Migo.”
Cheerful campaign
Interest on the market is great. “Many retailers indicate to want to carry the pears, at least for a trial. We realise hardly anyone knows the pear, but we are going to change that. This season we are going to have a very beautiful, sparkling, noticeable and cheerful campaign, in which the Migo logo will be central. Consumers will be happy to see Migo. Furthermore, European consumers are going to taste the new pear, because that is, of course, the best mode to persuade people. Soon a new Migo website will be launched, and Migo will also be present on social media to spread happiness.” Luder is facing the season positively, but also realistically. “I do not expect miracles, because every new product needs some time, but we definitely believe in Migo.”
Interest on the market is great. “Many retailers indicate to want to carry the pears, at least for a trial. We realise hardly anyone knows the pear, but we are going to change that. This season we are going to have a very beautiful, sparkling, noticeable and cheerful campaign, in which the Migo logo will be central. Consumers will be happy to see Migo. Furthermore, European consumers are going to taste the new pear, because that is, of course, the best mode to persuade people. Soon a new Migo website will be launched, and Migo will also be present on social media to spread happiness.” Luder is facing the season positively, but also realistically. “I do not expect miracles, because every new product needs some time, but we definitely believe in Migo.”
