Australia's pear export programs in New Zealand and Canada for the 2024–25 marketing year delivered measurable increases in volume and value, according to data from the FY25 Pears Marketing Strategy. The strategy, developed in collaboration with the Pear Strategic Advisory Panel, focuses on three objectives: maintaining consumer awareness, improving in-store performance, and expanding export markets.
In New Zealand, which represents 39.4% of total Australian fresh pear exports, the marketing period coincides with the end of local supply in September, creating a window for Australian Packham pears. Activities were implemented with two major partners, Woolworths New Zealand and MG Group, to maintain visibility and strengthen category performance.
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The Woolworths program, delivered in partnership with Cartology, combined in-store and digital promotions. The campaign generated close to US$380,000 in sales and reached more than 29,000 new consumers. In-store promotions proved more effective than digital, with 27% of sales coming from customers who had not purchased pears in the past year, compared with 11% through online channels. A follow-up email campaign to 10,000 inactive consumers achieved a 3% redemption rate for a 300-point Everyday Rewards offer on 750g packs of Australian Packham pears, exceeding engagement targets.
MG Group focused on maintaining retail engagement and supply continuity across independent stores. The company hosted five regional tasting sessions with 95 retail buyers in Wellington, Auckland, Christchurch, Hamilton, and Palmerston North, resulting in a 7.5% year-on-year increase in independent retailer participation. A national consumer competition attracted 2,800 entries, with participating stores outperforming MG Group's overall pear category by 32.9%.
In Canada, Australia's second-largest pear export destination, accounting for 17.4% of exports, activities are centered on trade engagement rather than consumer campaigns. The Canadian market remains competitive, with Australia holding around 7% of total pear imports, facing competition from Argentina, Chile, China, Italy, and the United States. The campaign, conducted with Star Produce, focused on distribution through Loblaws and Costco, emphasizing provenance and retailer engagement.
Visual materials highlighting Australian origin were used alongside Star Produce's "We go where the taste grows" branding. Updated packaging and targeted retail advertising supported expanded shelf space, while in-store sampling at Costco during April and May boosted Bartlett and Packham pear sales. As a result, total export volume increased by 80%, from 33,700 cases in 2024 to 60,393 in 2025. Overall, export volumes rose 46% in Canada and 13% in New Zealand year-on-year, underscoring continued demand for Australian pears in both markets.
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