In August 2014, Stemilt introduced the Rushing Rivers™ label for pears as a way to share with consumers the two renowned locales, the Wenatchee and Entiat River Valleys in Washington State, where the company grows and packs its pears.
New packaging, POS signage, and sharing the unique story of its pear growing locales through a short video shot by a drone helicopter has helped Stemilt tell produce shoppers something they increasingly want to know – where their food was grown.
“The Rushing Rivers™ pear label was developed to share the story of where and how our pears are grown, something that 2 out of every 3 consumers have stated through research studies that they want to know,” said Stemilt marketing director Roger Pepperl. “The Wenatchee and Entiat River Valleys are heritage sites for growing pears and the place where our pears have called home for decades. The Rushing Rivers™ label informs consumers that the pears they are buying come from a special place, and from multi-generational family farmers who are passionate about quality and flavor.”
Pear harvest in Washington State started and ended earlier than ever before following an early spring and warm summer temperatures. Stemilt finished picking its share of the Northwest pear crop in late September. According to Pepperl, pear crop volumes are down slightly from last year but quality and flavor of this year’s Rushing Rivers™ pear crop is characteristic of any crop grown in the two renowned river valleys. Fruit size is a differentiator between this year and last for key pear varieties like Bartlett, green d’Anjou and red pears.
“Fruit size often slows down with warm summer temperatures, and the big heat wave we had in Washington State this summer means that most pear varieties will trend a size smaller this year,” said Pepperl. “This makes bagged pears a great option for retailers. Along with Rushing Rivers™ bulk displays, we have the top-selling pouch bag program for pears in our 3lb. Lil Snappers™ kid-sized fruit program to help bring additional dollar and volume sales to the category.”
Since the program’s launch, Stemilt’s white Rushing Rivers™ pear carton has been used to merchandise pears in produce departments, especially during big pear promotions that are common in the fall and winter months. The white box features the Rushing Rivers™ logo and tagline “the best pear locales in the world” along with a short story to tell consumers where the pears inside come from and how they were grown.
The Wenatchee River Valley and Entiat River Valley run parallel of each other, separated only by the peaks of the Cascade Mountain range. Stemilt and its long-time pear partners, Peshastin HI-UP Growers, a leading growers’ cooperative, have been farming pears in these river valleys for decades.
“Pears are right at home in these two valleys,” said Pepperl. “The mountains protect pears and consistently draw clean air down through orchards to keep air flowing through each tree, which results in clean, premium-quality fruit. The rivers that run alongside our orchards are a great pure water source for trees. There’s no better place for pears to call home.”
Stemilt will feature Rushing Rivers™ pears at its booth (#2453) at PMA Fresh Summit it Atlanta later this month. With pear season in full swing now, Pepperl suggests that retailers utilize both Lil Snappers™ and Rushing Rivers™ in merchandising to appeal to primary pear shoppers.
“Families are big consumers of pears and our Lil Snappers® grab-and-go 3lb. pouch bag is the perfect size for today’s busy family. Retailers should also build great bulk displays and promote multiple varieties of pears throughout the fall and winter months. Rushing Rivers™ pear cartons, signage, and even video displays, can be used in the produce department to share the beautiful locales and great story of where the best pears in the world come from,” said Pepperl.
For more information about Rushing Rivers™ pears, watch this video and contact your Stemilt representative.
Contact:
Roger Pepperl
Marketing Director
Stemilt Growers