Multi programme for European Conference pears in Germany

2026-07-22

This programme concerns an information campaign for fresh pears (Conference) in Germany. Supply in the Belgian and Dutch market is increasing and we are seeing a saturation of these markets. The Belgian and Dutch fruit sectors believe that there are a lot of opportunities for Conference pears in the neighbouring country of Germany, which are currently being left unexploited. Thanks to previous projects such as Conference I (2012-2015) and Conference II (2015-2016), the first steps have been taken in the German pear market. VLAM and GroentenFruit Bureau want to join forces again in order to build this cautious market entry into a permanent export flow. The Conference pear is widely grown in Europe. With a production op 953 tons, more than 40% of the European production share (2015), this pear is the most important variety in Europe. The pear has several advantages compared to other pears: its long shelf life and versatility. The pear is suitable for people who like hard and crispy pears (slightly under-ripe) as people who prefer their pears soft and sweet (ripe). Taste tests have shown that Germans value the Conference pear highly, but are not, or insufficiently, familiar with it. This is an important finding, which demonstrates that there are indeed opportunities for expansion in the German market, but that this must be paired with the necessary information and measures at the point of sale. Therefore, the main goal of our new campaign would be to let as many as possible German consumers taste the Conference pear. Besides tastings, consumers can find more information about the versatility of the Conference pear on the website and in our consumer brochure. Furthermore we will advertise in retailer magazines. In order to reach the key decision makers in German retail, we will advertise in trade magazines and be present at the most important trade event for fruit & vegetable professionals in Germany.

Belgium

2026-01-15