"It's expanding nicely," says GKE's Jan Willem Verloop about the Migo pear. "The market demand is developing positively, but, for now, we can still handle it well. Production is increasing in the most important production countries. These are the Netherlands, Belgium, and Germany."
"And, this season, we also officially welcomed Austria to the club." The company is currently carrying out tests with Migo planting in various other European countries too. They're also looking at how the cultivation is developing in the southern hemisphere and North America.
Added value
The Migo club concept is being used in partnership programs with retailers. "We develop marketing campaigns and store promotions together with our clients," explains Jan-Willem. "We first introduce trial purchases and familiarize shoppers with the brand. Once the product's been available for several seasons, our campaigns ensure recognition and trust."
"As a result, repeat purchases are on the rise. New products generally need a run-up. That's why we're investing now to make Migo a fixture in our clients' assortment. This is going very well." Jan Willem attributes the pear's success to its clear positioning, strong brand image, and excellent product properties.
"It has a clear added value. Its smooth skin and fresh appearance make it a striking product in stores. It combines a sweet taste and a crunchy bite. That makes this pear highly suited as a snack, anywhere." He says GKE's clients also appreciate the Migo's long shelf life.
Harvest
Verloop is satisfied with the 2020 harvest. "The pears' quality and sizes look good. Most of them fall into the 60-65 mm category. They got a lot of sun. So, although they have a high Brix value, the pears are still firm. It's the best of both worlds," concludes Jan Willem.
For more info:
Jan Willem Verloop
GKE NV
T: +32 475 63 02 55
E: [email protected]
www.migopear.com
