07/26/05 Pear marketing for `05-`06, Pt. 2

07/26/05 Pear marketing for `05-`06, Pt. 2

August is just around the corner. And that means pear harvest, and the official start of the 2005-2006 pear crop season for the Northwest pear industry, should be arriving soon as well. That means Pear Bureau Northwest will begin it's new season of promotion and marketing to move this year's crop. Laura Weiking of Pear Bureau Northwest says one step forward for her organization's promotion efforts is increased use of partnerships. That includes tie ins with a variety of national media and product campaigns, and an increased presence on a regional level. WEIKING: Other partnerships include working with "Brand: Oregon" and "From The Heart Of Washington". These campaigns work to educate residents about the local agriculture industry, and encourage them to buy local. These groups allow us to reach our local consumers at events and programs that we may not have time or resources to do ourselves. Another idea for possible launch this year is another method to increase awareness of pear's benefits to a healthy lifestyle. WEIKING: Other media material in the concept phase for next season includes a nutrition portfolio, with quick fact sheets on pear nutrition elements, to send along with the new health brochures to editors and nutritionists. In addition, Weiking says Pear Bureau Northwest will add new wrinkles to very popular ad campaigns and media kits in attempts to booster sales of pears. More on that in our next program.
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