Fruitness launches pear campaign
This fruit, popular with adults and children alike for its sweet flavour and soft consistency, will be the focus of a tasty roadshow involving four German cities: Hannover, Göttingen, Münster and Essen.
Posters and billboards promoting the Abate Fétel variety, queen of pears, will be displayed from 12 to 16 January in more than 70 strategic points - mainly town centres and shopping centres. This variety, grown in the Emilia region of central-northern Italy, is named after a member of a religious order, "Abate" (Abbot in English) Fétel, who discovered it in the mid 19th century. Often large in size, these pears have a flask-like shape and a fine, smooth, thin skin. The fine-textured, white, juicy flesh, with a sweet-sour flavour, has a strong fragrance and is truly delicious.
To reach even more people, to coincide with the poster campaign a large number of “Fruitness, enjoy it!” promoters will be in the busiest parts of the four cities, distributing fruit-themed promotional gifts, answering questions and queries and above all inviting consumers to taste Abate Fétel pears.
The pear is both a core fruit of the Fruitness, enjoy it! project and one of the most popular fruits Europe-wide. The EU-28's biggest producers include Italy (723,000 tonnes), Spain (377,000), Belgium (347,000) and the Netherlands (327,000). Forecasts for the total EU-28 harvest for 2015 give a figure of 2,343,000 tonnes, with 334,000 tonnes for the Abate Fétel variety .
The pear is one of the core fruits of the Fruitness, enjoy it! project, which has been promoting fruit-eating through an approach based on fun and enjoyment since 2006. During its nine years in operation, the project has included programmes such as the creation of fruit-themed on-line games and smartphone apps, the organisation of point-of-sale tastings and the development of tools for making greengrocery departments more attractive and stimulating.
For further information: www.fruitness.eu
