Pears During COVID-19 Pt 1
With today’s Fruit Grower Report, I’m Bob Larson. Northwest pear harvest is a mere few months away as the industry works feverishly to find ways of avoiding any negative impacts the coronavirus might have in store for the market.
Pear Bureau Northwest’s Kathy Stephenson says it means a lot of changes to the way pears get to consumers …
STEPHENSON … “So, not only are we very quickly making some adjustments to our go-to-market strategy and the programs that we have put in place, but we’re also looking at these as awesome test opportunities for the new year. Because, if we look into next season, which starts for us late August-early September, this could be our reality.”
So, Stephenson says this will be an educational experience …
STEPHENSON … “So, any work we’re doing now is a wonderful place for us to dip our toe in the water on new strategies, new programs, we certainly have seen an increase in online shopping. Now, I don’t think everybody’s having a great experience with their online shopping, but we definitely need our somewhat of an impulse purchase, which is a pear, to be, you know, seen and available for consumers as they’re doing more online shopping.”
Which means, Stephenson says hitting the online audience …
STEPHENSON … “So, we tap into a couple of programs including an idea that we can purchase the positioning on a shoppers food gallery. So, we’re buying in, we’re paying to be seen in my screen as I go to shop.”
Stephenson says digital ads will be key.
Listen tomorrow for more on how pears navigate the pandemic, and what that means on the labor front.
