Belgian Conference Pears are now available in the country as IG International, India’s leading fresh fruit importer has recently launched the product in association with Belgium-based fruit company, BelOrta.
IG will market a volume of 500 tons of Conference pears until April. The two companies have been working closely to devise a strategy for the promotion of pears, as Indian consumers are still unfamiliar with this variety.
“Promotion is quite a challenge because of the appearance of the pears. Belgian Conference pears have russeting on top, which is quite uncommon on the Indian market,” explains Tarun Arora, director of IG International.
These pears are a sweet, seedless variety and can be both hard and crispy as well as soft, depending on the ripeness of the fruit. It has a good shelf life and can be stored over long periods of time. The pear has a unique shape with a long neck. It also has significant water content. One of its most striking characteristics is the fact that it’s perfectly edible at any time during its ripening period. They are ideal for children since they have no core.
According to Arora, prices should be well within the budget range of consumers with a lower middle class income. The pears are now available at all leading retail stores like Reliance, Hypercity, Future, Godrej Natures basket, Big Basket.com and many more. “The preparations for the promotion campaign took us five to six months. We’re especially happy with the way that BelOrta applied itself to this project. We’re now also considering importing Belgian apples.”
IG invested a significant amount of effort in promotion, ranging from endorsement by a well known Indian celebrity “Sonu Sood” along with a famous chef on board, Ranveer Brar, who will soon be coming up with recipes made from Belgian Conference pears.
The promotional campaign, executed by the IG marketing team, has not only helped in developing brand BelOrta but is also increasing the demand for the product. With the help of social media campaign and the Conference Pear TV commercial, IG managed not to miss any opportunity to spread the knowledge about the product.
IG will market a volume of 500 tons of Conference pears until April. The two companies have been working closely to devise a strategy for the promotion of pears, as Indian consumers are still unfamiliar with this variety.
“Promotion is quite a challenge because of the appearance of the pears. Belgian Conference pears have russeting on top, which is quite uncommon on the Indian market,” explains Tarun Arora, director of IG International.
These pears are a sweet, seedless variety and can be both hard and crispy as well as soft, depending on the ripeness of the fruit. It has a good shelf life and can be stored over long periods of time. The pear has a unique shape with a long neck. It also has significant water content. One of its most striking characteristics is the fact that it’s perfectly edible at any time during its ripening period. They are ideal for children since they have no core.
According to Arora, prices should be well within the budget range of consumers with a lower middle class income. The pears are now available at all leading retail stores like Reliance, Hypercity, Future, Godrej Natures basket, Big Basket.com and many more. “The preparations for the promotion campaign took us five to six months. We’re especially happy with the way that BelOrta applied itself to this project. We’re now also considering importing Belgian apples.”
IG invested a significant amount of effort in promotion, ranging from endorsement by a well known Indian celebrity “Sonu Sood” along with a famous chef on board, Ranveer Brar, who will soon be coming up with recipes made from Belgian Conference pears.
The promotional campaign, executed by the IG marketing team, has not only helped in developing brand BelOrta but is also increasing the demand for the product. With the help of social media campaign and the Conference Pear TV commercial, IG managed not to miss any opportunity to spread the knowledge about the product.
“Analyzing last year’s data, with a 20000MT pear consumption market in India, we hope the Indian consumer will love this pear for its taste as well as medicinal properties,” Arora ended.
Mr. Jo Lambrecht, Commercial Manager, BelOrta, further added, “The Belgian Conference Pear is one of the most popular European fruits now. We are extremely confident of receiving a positive response for it from the massive Indian market as well. IG is one of the oldest cold chain companies in India and, with its vast distribution network, it is the ideal partner for us to launch this well-loved international fruit to the Indian consumer.”
For more information:
Tarun Arora
IG InternationalMr. Jo Lambrecht, Commercial Manager, BelOrta, further added, “The Belgian Conference Pear is one of the most popular European fruits now. We are extremely confident of receiving a positive response for it from the massive Indian market as well. IG is one of the oldest cold chain companies in India and, with its vast distribution network, it is the ideal partner for us to launch this well-loved international fruit to the Indian consumer.”
For more information:
Tarun Arora
Tel: +91-22-66272000
Mob: +91-9819248884
Fax: +91-22-66272084
Email: tarunarora@iginternational.net
www.iginternational.net