Dutch and Belgian growers report that the newly harvested Migo® pears variety are of optimal quality, taste and sizing. With a strong retail campaign and additional focus on new markets during the upcoming sales season, prospects for the ‘friendly pear’ promise to be positive.
Growing season has not caused issues
Due to the relative cold spring and a long period of rainfall during the summer, russeting is quite an issue for many pear varieties this season. Fortunately, thanks to its specific characteristics, Migo pears have not suffered from russeting and the crop is characterized by a smooth and freshly looking bright green skin. That´s where Migo will differentiate itself from the most common pears on the shelf this season. It’s expected that Migo will benefit from the consumer preference for pears with a smooth skin and gentle mouth feel. The variety name of Migo is Cepuna (cov).
Tastefully crunchy
Based on its unique characteristics - the sweetness of a pear, combined with the crunchiness and convenience of an apple – variety manager EFC will continue to position the Migo pear as ‘best of both worlds’. With catchy claims such as “crunchy like an apple, tastes like a pear”, “good for the office: doesn’t drip on the keyboard” and “crunchy outside, full of flavor inside” consumers will be motivated to buy this ‘tastefully crunchy’ snack.
Retail campaign for more visibility at the POS
To kick off the new season and increase visibility at the point of sale Migo has organized a secondary placement competition in multiple regions of key market Germany. In calendar weeks 40 and 41 REWE stores in region Mitte have the possibility to participate and win great prizes. A POS kit consisting of a Migo display and various decoration materials are provided to the participating shops to create an attractive product presentation with high stopping-power. This activation has been picked up enthusiastically by various shops in the region leading to submissions.
New markets: Migo at Fruit Attraction
Until now Migo pears found their way mainly to Northern European markets such as Scandinavia, Netherlands, Germany, UK and Czech Republic. Thanks to a growing interest from more Southern markets Migo is also present this year at Fruit Attraction in Madrid. At the booth of the Dutch growers cooperative FruitMasters Migo is presented to prospects from Spain and abroad.
For more information:
Catharina van Tiggelen
EFC Fruit
Email: [email protected]
www.migopear.com
