07/27/05 Pear marketing for `05-`06, Finale

As Pear Bureau Northwest prepares for another season of marketing pears with hopes of increasing sales, it won't be a matter of introducing a slew of new programs but building upon many existing ones. For example, the current Pear Bureau website and media brochures will get a facelift for the coming year. WEIKING: We are creating materials, developing new healthy and easy recipes, and taking new photos to ready us for a strong launch in August. An electronic media kit will be ready to send in August, with a theme of how to dress up your pairs, focusing on food and flavor pairings. And Laura Weiking of Pear Bureau says many seasonal promotions such as those for Halloween and Christmas will continue, as well as a new program started this past season, National Pear Month. WEIKING: And now that we have set a precedent with the National Pear Month, in addition to a media campaign, we will work with retailers to bring retailers into programs with their shoppers. In addition, kid characters such as the Pear Bear, Pear Buddies, and Auntie Oxidant will remain a focal point of children's outreach, but with some new twists to further promote the message of pears as part of a healthy lifestyle. WEIKING: And to supplement our Pear Buddy activity book, and to get kids to play outdoors, we will offer crayons colored in pear hues, and sidewalk chalk, giving kids more reasons to be interactive with our mascot characters.