SACRAMENTO, Calif. -- The California Pear Advisory Board here has ended its marketing alliance with the California Tree Fruit Agreement, based in Reedley, Calif., according to the board.
plan is to increase pear crop value by 10% by 1998.
The board said it will do that by increasing demand for fresh market Bartletts, reverse declining sales of canned fruit, expand into new product utilization and develop a cohesive import strategy.
"While there have been some real synergies in working with the stone fruit industries, pear growers realized a need to better position our fruit if we are to share in the gains of per-capita fruit consumption," said Tom Thomas, board chairman.
The board and the tree fruit group, which handles generic promotions for the state's peaches, plums and nectarines, had worked to together for more than 60 years. Since its marketing shift, Bartlett pears will no longer be under the California Summer Fruits promotional umbrella, said Thomas.
This year the board plans to focus on technical issues affecting quality. Expansion of the availability of preconditioned pears also will be considered, according to the board. The board also plans to conduct trade and consumer research.
The California Pear Advisory Board is an agricultural marketing order that promotes, researches and manages issues for California's $70 million Bartlett pear industry.