USA Pears has introduced a new visual identity for the first time in four decades, including a redesigned logo, updated website, and revised brand materials. The announcement was made during the International Fresh Produce Association Global Produce & Floral Show in Anaheim, California. The organization aims to highlight the role of U.S.-grown pears in everyday diets and encourage wider consumer recognition of the fruit's nutritional and culinary value.
CarrieAnn Arias, president and CEO of USA Pears, said the rebranding effort is intended to reconnect consumers with pears as part of daily eating habits. "Pears don't get the attention that they deserve, and we're ready to remind shoppers how flavorful, nutritious, and versatile they are for everyday eating," Arias said.
© USA Pears
The new brand design was developed with Elemeno Creative Services, based on research indicating that while pears are widely viewed as healthy, they are often considered an occasional rather than regular choice. The organization's goal is to position pears as a modern, accessible fruit that supports higher fiber intake in daily meals.
The redesigned logo features two shades of green and a simplified, forward-leaning pear icon. A new, more legible font was selected to reflect the fruit's rounded shape and maintain visibility across packaging, store displays, and labeling. "This logo captures the fresh energy behind USA Pears. It's simple, vibrant, and recognizable even on the smallest PLU sticker," said Arias. "It's a signal to shoppers that when they see this mark, they're choosing U.S.-grown pears backed by generations of Northwest growers."
USA Pears represents more than 700 grower families and over 30 packer-shippers in Washington and Oregon, which together produce most of the fresh pears grown in the United States. The updated logo will appear on pears sold domestically and exported to international markets. The current pear harvest in the Pacific Northwest is reported to be around 60% larger than last year's crop, with fruit bearing the new branding expected to appear in stores by spring 2026.
Alongside the visual update, USA Pears plans to increase public education about pears' nutritional benefits through new outreach initiatives, including digital and streaming campaigns and collaborations with registered dietitians.
According to Barbara Ruhs, MS, RDN, and director of nutrition affairs and communications for USA Pears, "Fiber is the #1 nutrient gap in the American diet, and pears are the perfect solution to improve meals and snacks by adding more fiber. One medium pear provides 6 grams of fiber, or 20% of the recommended daily value, and its fiber can promote wellness, all for only about 100 calories."
Ruhs added that fresh pears are available year-round due to staggered harvests of 10 main varieties across the Pacific Northwest. Fruit is picked at maturity and ripened gradually in cold storage or at room temperature, depending on consumer preference.
© USA PearsFor more information:
USA Pears
Tel: +1 503 652 9720
www.usapears.org
