Last fall, USAPears launched a new logo and look, which the organization debuted at the International Fresh Produce Association’s Global Produce and Floral Show in Anaheim, Calif. The organization says this new look is designed to help pears feel modern, approachable and relevant to today’s shoppers.
With a few months with the new logo, CarrieAnn Arias, president and CEO of USA Pears, says she’s noticed an immediate impact of this refreshed branding.
“From coast-to-coast, as our team has been on the ground at industry events like Food and Nutrition Conference and Expo, IFPA and New York Produce Show, the response is overwhelmingly positive,” she says. “The new look is just one aspect of a larger initiative educating the public about the full range of benefits of pears, from both a nutritional and culinary standpoint.”
Elevating the Retail Experience
Brian Dey, retail and merchandising innovation manager for Four Seasons Produce, says he loves the new branding and point-of-sale materials, noting the logo is a great mix of vintage feels in a modern new look.
“The new pear bins look amazing, vibrant with great graphics and suggested uses for the fruit,” he says. “The point-of-sale cards are some of the cleanest I have seen, with flavor profiles and a QR code that takes you directly to the new look USA Pear website. As a pear geek who loves merchandising and working with (as well as eating) pears, I am very excited to be working with the Pear Bureau on pear promotions with this new look going into 2026.”
More Than Just an Occasional Snack
And while Arias says consumers already have a strong connection between health benefits and pears, the new branding seeks to solidify pears’ presence as a modern, versatile and essential way to boost fiber naturally.
“We’re focused on helping customers see all the ways pears can be a part of their everyday life — not just on occasion,” she says. “The versatility of the fruit is really unmatched when you consider all the ways you can enjoy eating a pear, whether it’s whole, sliced, baked, blended or even poached. You’ll see us focus on recipes, cross-cultural complements of the fruit, and all the flavorful and fun ways you can eat fresh pears year-round.”
And this means a focus on younger generations, too, Arias says as millennials and Gen Z look to healthier options. She says she’s eager to see how pears resonate with younger shoppers at retail.
“What we’re focused on now is fiber, and how pears are well-positioned to deliver on this nutritional attribute in everyday meals and snacks,” she says. “Knowing that consumers are looking for healthier options, we’ll continue to echo that a medium pear provides 6 grams of dietary fiber or 21% of the recommended Daily Value.”
Reaching Millions Through High-Profile Partnerships
In December, USA Pears brought some “pear-cipitation” to New York City with billboards in Times Square, which Arias says reached millions of consumers during the holiday season. World Pear Day on Dec. 6 served as another opportunity to highlight pears through social media posts with food creators. And Arias says there’s more planned for the future to keep pears at the forefront of the conversation.
“We’ll be launching an iHeart partnership, expanding conversations about how pears support a healthy lifestyle and showcasing the many growers bringing this incredible fruit to market,” she says.
