Multi program for European Conference pears in Germany and Austria.

ended

"This program concerns a promotion campaign for European fresh pears (Conference) in Germany and Austria. The Conference pear is the most commonly cultivated pear in Europe; 42% of all pears cultivated in Europe are Conference pears and this percentage is growing, in 2002 it was just 25%. In order to safeguard the future cultivation of this important pear variety, it is essential that we also obtain a better market position in our own European market. Especially now, when the Russian market has been lost and the Brexit looms, we want to build up a more stable sales market in our own European market. For these reasons, NFO and VLAM have decided to submit together a proposal to provide promotional support for this pear species in the important German and Austrian sales market: the market with major imports of fruit (including pears) from outside the EU. This new proposal aims at a consolidation and expansion of acquired market shares in Germany and at building up a new market in Austria. This new promotional campaign is a continuation of our successful 3-years promotional campaign ‘734418-CONFDE “Die leckere Birne aus Europa – Immer eine gute Idee""’ which started in 2017 and runs till end 2019. As in the previous campaign, the main goal of this new campaign is tastings at the retail point. Through tastings at the retail point, we will put the product characteristics and various possible uses of the Conference pear in the spotlight for consumers. Furthermore we need to strengthen our position, by means of repeatedly presence on the main B2B-events with our message about to the high-quality characteristics of products from the European Union and the advantages of the Conference pear in particular."