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Pear Bureau MAP activities set volume, value records for exports

Programs initiated by the Pear Bureau Northwest, headquartered in Milwaukie, OR, have been cited by the U.S. Department of Agriculture’s Office of Trade Programs — Foreign Agricultural Service as instrumental in setting export records for pear producers.

All-time records were set for volume of Oregon and Washington pear exports during the 2011-12 season as well as the value of pear exports during the 2012-13 season.

“In 2011-12, Oregon and Washington pear growers shipped a record high 184,496 [metric tons] and this past season (2012-13), exports surpassed $200 million in value for the first time ever,” the report stated.

“[Market Access Program-funded] activities such as in-store sampling promotions, which are conducted in all of the 38 targeted export markets, are instrumental in getting consumers to try, purchase and build a preference for USA Pears. Supporting activities such as billboard advertising, consumer PR events and participating in TV cooking shows spread the key consumer messages to a larger consumer audience, helping to further build awareness and preference for USA Pears.”

According to the Office of Trade Programs, both f.o.b and retail prices reached record levels.

“F.o.b prices averaged $24.35 per box, which is about $1.85 higher than the previous record,” the report stated. “Despite these higher prices, the export volume did not decrease significantly from the record year established in 2011-12. The export volume for 2012-13 is 165,201; with the addition of two more months of shipments still to be counted in the final export totals, it’s expected that the 2012-13 season will end up as the third or fourth best season for export volume.”

USDA expects a final export total of 170,000 metric tons, valued at $207 million, for the 2012-13 season. Looking at historic impact, pears exported from the Pacific Northwest have shown a 31 percent increase in export value during the latest five-year period, and an 89 percent increase in export value during the latest 10-year period.