PORTLAND, OR - Pear Bureau Northwest (PBNW) is taking February and early spring head on and focusing promotional efforts on the importance of maintaining a nutritious diet and healthy lifestyle. PBNW is taking a multi-channel approach and introducing retailer demos and displays, targeted digital ad campaigns, and editorial and social media with a synchronized message highlighting the flavor, versatility, and nutritional benefits of pears.
“With the fresh start of a new year and many people embracing healthier lifestyle and diet choices, we feel that February and March are the perfect months to loudly share the message that pears are a favorite winter fruit with significant nutritional benefits,” said Kevin Moffitt, President and CEO, in a press release. “Northwest pears are also available nearly year-round, and our promotions during the Nutrition Months will help keep pears on the minds of retailers and consumers in winter and spring.”
PBNW noted that February is American Heart Month, and March is National Nutrition Month, and the bureau is working on a number of coordinated promotions aimed at engaging consumers throughout that window. PBNW is undertaking a collaboration with California Walnuts featuring a produce meal solution that places pears, walnuts, and other salad ingredients conveniently in front of consumers. Retailers will also be encouraged to participate in display contests and feature timely salads, smoothies, roasted veggies, and breakfast ideas in their store signage.
PBNW will be talking about these same topics on its social media platforms and in its consumer newsletters, with an emphasis on pears’ high fiber content (6 grams per medium-sized pear) and the fruit being Heart-Check Certified by the American Heart Association. The bureau also noted that it will continue to run targeted advertisements on social media and will also work with a range of influencers within the healthy eating and wellness communities.
Additionally, PBNW will be hosting an online sweepstakes throughout February and March, offering consumers in the U.S. and Canada a chance to win a custom-painted KitchenAid stand-up mixer. Much of the content used to engage consumers in this contest will emphasize pears as a heart-healthy food, with pears being an excellent source of fiber and a good source of Vitamin C, as well as being sodium-free, fat-free, and cholesterol-free.
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