USA Pears, the marketing brand of the Pear Bureau Northwest, is a nonprofit organization dedicated to promoting the fresh pear industry in the United States and abroad. Representing nearly 800 grower families across Oregon and Washington—the country's leading pear-producing states—the Pear Bureau Northwest manages the marketing, education, and export programs under the USA Pears brand.
Organization Overview
Established in 1931 and headquartered in Milwaukie, Oregon, USA Pears is recognized globally as the central authority for fresh pear marketing in the Pacific Northwest. The organization works with growers, shippers, and distributors to enhance pear consumption and expand market access for the 10 major varieties of pears grown in the region.
USA Pears coordinates promotional activities in over 35 countries and is supported by the USDA’s Foreign Agricultural Service through the Market Access Program (MAP). Its mandate includes both domestic and export marketing, health and nutrition education, and consumer engagement.
Mission and Objectives
- Promote increased consumption of fresh U.S.-grown pears worldwide
- Provide marketing support to growers and shippers in the Pacific Northwest
- Expand export markets through strategic trade development and promotional campaigns
- Educate consumers on the health benefits and culinary versatility of pears
Product Focus
USA Pears represents 10 commercial varieties grown in the Northwest:
- Green Anjou
- Red Anjou
- Bartlett
- Bosc
- Comice
- Forelle
- Seckel
- Starkrimson
- Concorde
- Green Bartlett
These varieties are grown on over 16,000 hectares (40,000 acres) in Oregon and Washington, contributing to over 84% of the U.S. pear supply.
Key Activities and Programs
1. Domestic Marketing Campaigns
- Runs year-round promotions with national retailers and foodservice outlets
- Digital advertising, influencer campaigns, and shopper marketing partnerships
- Collaborates with nutritionists and dietitians to position pears as a heart-healthy food
2. Export Marketing
- Active in more than 35 export markets including Mexico, Canada, India, China, Colombia, UAE, and Vietnam
- In-store sampling, trade shows, retail training, and co-branded promotions with retailers and importers
- Provides exporters with marketing assets, trade leads, and MRL compliance updates
3. Trade and Retail Support
- Customized promotions for grocery chains and specialty retailers
- Offers category management data and merchandising tools
- Hosts educational webinars, pear ripening workshops, and sales incentive programs
4. Health & Nutrition Research
- Promotes pears as a source of fiber, vitamin C, and potassium
- Supports peer-reviewed studies on pears and digestive health, glycemic response, and weight management
Market Reach and Economic Impact
According to USDA and industry data:
- The Pacific Northwest produced over 16 million boxes (approximately 320,000 tons) of fresh pears in the 2022–2023 season
- Top export destinations:
- Mexico (~45% of U.S. pear exports)
- Canada
- Colombia
- UAE
- India
- Export value of U.S. pears exceeded $150 million in 2023
The USA Pears brand has high consumer recognition in global markets due to consistent quality, branded packaging, and nutritional trust.
Target Stakeholders
- Retailers and foodservice buyers seeking premium, safe, and traceable fruit
- International importers and distributors in high-value fresh produce markets
- Growers and shippers in Oregon and Washington
- Nutrition educators, chefs, and consumers promoting healthy diets
Capabilities
- Sophisticated marketing infrastructure with country-specific strategies
- Access to comprehensive market data, shopper insights, and category trends
- Multilingual promotional assets and retail support tools
- Full-time global staff and in-market representatives
- Trade program coordination under USDA MAP funding
Certifications and Compliance
- Promotes pears grown under GlobalG.A.P., USDA Good Agricultural Practices (GAP), and Food Safety Modernization Act (FSMA) standards
- Advises trade partners on MRL compliance, labeling, and cold chain handling
- Provides growers and shippers with tools to comply with domestic and international food safety regulations
Recognitions and Industry Role
- Member of the U.S. Apple Export Council, USAEDC, and Produce for Better Health Foundation
- Regular participant in trade shows such as:
- Fruit Logistica
- Asia Fruit Logistica
- PMI Fresh Summit
- WorldFood Moscow
- Recipient of USDA recognition for export program performance
Testimonials
Retailers and importers cite USA Pears for:
- Reliable supply of consistent-quality fruit
- Responsive promotional support and retail collaboration
- Educational materials that boost consumer engagement
- Strong branding that builds shopper trust and awareness
Achievements
- Increased U.S. pear exports to India by over 30% between 2019 and 2023
- Launched the “10 Pear Varieties. One Sweet Story.” campaign globally
- Developed one of the most comprehensive digital pear libraries, including recipes, videos, and ripening guides
- Supported retail partners in achieving record pear category sales during targeted seasonal promotions
USA Pears continues to lead the industry in innovation, education, and global marketing—ensuring that fresh, flavorful, and nutritious Northwest pears reach consumers worldwide with confidence and consistency.
