Editor’s note: The following profile is from the 2025 Packer 25, our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. (You can view all honorees here.) This feature has been edited for length and clarity.
CarrieAnn Arias — President and CEO, USA Pears
CarrieAnn Arias joined USA Pears as its president and CEO last year, bringing a wealth of experience in international CPG and fresh produce marketing. Arias served as the founder and CEO of business and technology consulting firm TableSpark, and she also served as vice president of marketing at Naturipe Farms and Dole Food Co.
Arias was instrumental in launching co-branded products and programs with Disney, American Idol, Sony Pictures and more. Arias says she’s passionate about using consumer insights and data to develop new products, compelling brand stories and consumer loyalty.
She also enjoys cooking for family and friends and playing golf. Arias, a self-proclaimed “serial volunteer,” holds board seats on three agriculture-based nonprofits as well as mentoring women throughout the produce industry.
You’ve built a career in produce marketing. What drew you specifically to pears, and what excites you most about leading USA Pears?
Since stepping into the CEO role at USA Pears last year, I’ve focused on pulling all of the pieces together to build momentum for the uptake of fresh pears in daily diets. This domestically grown fruit provides a host of nutritional benefits, and it’s time to get pears off the bench and into the game, spotlighting their pivotal role in maintaining health and wellness. With strong grower support, a refreshed brand and a growing presence in the health space, USA Pears is poised to lead with heart and strategy.
If you could change one consumer perception about pears overnight, what would it be?
Too often, pears seem to be overlooked and underrated, even considered old-fashioned. We consider them a classic with real staying power. A pear’s fiber content alone is worthy of celebration. After all, a medium pear offers 20% of the daily recommended value of fiber, which supports satiety as well as gut, heart and brain health. With fiber plus nutrients, flavor and versatility, too, pears are ripe for a place in modern everyday diets.
Consumers are increasingly focused on health, convenience, and sustainability; where do pears fit into those priorities?
First, pears are among nature’s most delicious sources of fiber — the No. 1 nutrient gap in the U.S. diet. One medium pear provides 6 grams of fiber, or 20% of the recommended daily value, helping people feel full faster and for longer. The prebiotic fiber in pears promotes gut health, and the fruit is fat-free, cholesterol-free, sodium-free and only about 100 calories (per medium pear).
Second, pears are a convenient, nutrient-dense choice that is available fresh nearly year-round. Pears ripen at room temperature, and shelf life can be extended with refrigeration, reducing waste. Once ripe, they’re an easy grab-and-go snack to eat fresh, slice up for a salad or blend in a smoothie. (They’re also great baked or poached)
Finally, nearly 90% of U.S.-grown pears come from Oregon and Washington, where farmers have been working with the land for multiple generations to make pear growing a way of life and support a sustainable industry for their communities.
Looking ahead, how do you see the role of digital media and influencer partnerships evolving in produce marketing?
Digital media and influencer partnerships will be key components in produce marketing efforts, as both play critical roles in reaching consumers and changing behaviors. At USA Pears, our domestic and export promotional strategies this season are all about connection. We’re focused on where health meets enjoyment and where tradition meets innovation. You’ll see campaigns featuring traditional media, influencers, dietitians and easy, family-forward recipes that show how pears fit into everyday life.
For the first time ever, USA Pears will be on iHeart Radio and streaming TV during NFL games. These efforts, amplified by dietitians and influencers, will help close awareness gaps and connect with consumers where they live, scroll, shop and snack.
How do you see technology reshaping the way consumers discover and purchase pears?
At USA Pears, we’ve been using a research-backed approach to assess and update the USA Pears brand identity to better reflect what today’s consumers feel about: food, flavor, health, sustainability and transparency.
From our online experience to in-store activities, our revamped brand will be part of the entire path to purchase and make it easier for people to spot and choose pears they can feel good about. Our refreshed brand will include a new logo with a modern design that will quickly and clearly identify USA Pears, and we’ll carry that aesthetic over to our website and media experiences to deliver a cohesive and contemporary brand experience.
What’s the best piece of advice you’ve ever received in your career?
One of the best pieces of advice I’ve ever received is to not be afraid to take a leap. It’s about more than just trying something new or going for that next promotion. It’s about fearlessly believing that anything is possible and striving with purpose to make it happen.
We focus on understanding that growers, retailers and communities rely on a healthy pear industry, and their success and sustainability is at the center of what we do. We’re leading with that sense of purpose — and with a courageous heart and strategy — and we’re buoyed by strong grower support, a refreshed brand and a growing presence in the health space.
