“Migo pear meets need for something new on pear shelves”

The first commercial season of the Migo pear has finished. Commercial manager, Leonard Kampschoer, from FruitMasters does not want to beat the drum for the pear, but he is positive and satisfied with the results. “The aim was to introduce as many customers to Migo as possible. We succeeded, because Migo has been accepted on shelves by fourteen European formulas. We sold 450 tonnes this year, but we expect next year’s volume to be three times as high.”

“It is important when marketing a new pear that the consumer profits from the renewal. That is why we are doing everything to communicate that it is a ‘crunchy’ pear with a sweet flavour. We did that this year by having special corner cards, among other things, but we want to do even more to this end. This pear can be eaten without getting messy. That is unique compared to, for example, the Comice, which becomes soft and juicy. Besides, the smooth appearance is distinctive from Conference and Comice pears. That requires a professional accompanying marketing effort, so that, with the right explanation, consumers understand what they are buying.”

According to Leonard, their aim is definitely not to let people forget about the Conference pear. “Conference is the Benelux’s showpiece. But we can reach a new audience with Migo, and by doing so, we will have a new sales channel, allowing our buyers to be distinctive on the shelves. The benefit of this club variety is that we are marketing the Migo pear in Europe, so that we can develop the market together.” 

“As regards cultivation, the Migo pear can be compared with the Conference pear. It can also be compared with the Conference pear as regards production, it has a good production volume, and, as an added advantage, the variety does not produce a lot of small pears. The majority are sizes 65-85, so that you only have to sort based on quality. We now have cultivation in the Netherlands, Belgium and Germany. Next year, the UK will follow, and trials will be held in France,” Leonard explains.

“As for positioning, the Migo is between the top segment and the Conference pear. The season started when Conference was not doing too well, and despite that market situation, the Migo did do well. We have also already sent the pear to Asia, and people there were also enthusiastic about this smooth pear. German buyers also indicate that the discussion is not just about the price, but because people are ready for something new on the shelves!”