This fall, Domex Superfresh Growers will debut a new line of two-pound gusseted Superfresh Kids themed pear pouch bags with Sesame Street characters in support of the eat brighter! campaign. The eat brighter! campaign is a unique partnership with Sesame Workshop and the Produce Marketing Association, in collaboration with the Partnership for a Healthier America, that encourages kids ages two through five to eat more fresh fruits and vegetables.
"Pears are a terrific fruit for kids of all ages. The many different varieties provide ample flavor and snacking opportunities with a variety of uses," says Howard Nager, vice president of marketing, Domex Superfresh Growers. "In addition to showcasing Sesame Street characters, our new bags will also carry our own Superfresh Kids theme branding which features artwork of kids participating in various outdoor activities. We didn’t forget about all the moms and dads out there, the back of each bag provides ripening tips for achieving optimal flavor. We feel very strongly about connecting the grower with the consumer in an effort to showcase their dedication, energy and passion for growing the safest, best tasting and most nutritious products.”
There will be a separate pouch for Bartlett, Bosc, Anjou and Red Pear varieties. Individual varieties will be available in both conventional and organic options and each bag will feature bilingual information satisfying Canadian export requirements.
"This year’s pear crop is shaping up to provide excellent eating quality and flavor. Sizing will lean towards smaller fruit which is ideal for the two-pound pouches. IRI data for the 52-week period ending June 14, 2015 has shown that dollar sales of bagged pears increased 15 percent over the previous 52-week period and it now represents 9 percent of dollar sales in the pear category,” Nager adds.
Domex Superfresh Growers works closely with its partner Blue Bird of Wenatchee, Wash., to grow, pack and ship some of the finest quality pears in the Pacific Northwest while representing almost 10 percent of the Northwest pear crop and more than 25 percent of the organic supply, company officials say. In addition to asking Big Bird, Elmo and others to help shout out to kids and moms about the many options and benefits of increasing their fruit and vegetable consumption, Domex Superfresh Growers will also conduct a social media campaign this fall supported by the hashtag #eatpears where consumers will have an opportunity to win prizes. The promotion will be supported on Facebook, Twitter, Instagram and Pinterest.
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