Coinciding with uptick fruit exports from New Zealand, PIQA Pears is bringing premium pear decadence to Asia and beyond. One such is the strikingly scarlet, heart-shaped PIQA® Red. A rebrand of the erstwhile PIQABoo®, the relaunched fruit is bound for the vast export market of China. Aptly, it is a versatile blend of Chinese, Japanese and European pear qualities.
For more about the rebrand, Selina Wamucii reached out to Brand Manager at Prevar™, Amanda Lyon.
Lyon first differentiates the uniqueness of PIQA® Red from its predecessor, PiqaBoo®.
“PIQA® Red is the same premium fruit that consumers have come to love under the name PiqaBoo® — now with a bold new name and elevated branding that better reflects its exceptional quality, including its vibrant red skin, juicy crunch, and sweet tropical flavour. The rebrand is part of a broader strategy to position the fruit as a truly premium offering in global markets.”
PIQA® Red Accosts China
Which brings the customer segment the rebrand will be targeting in China.
“China is the primary export market for New Zealand-grown PIQA® Red. The fruit is available through leading retailers and wholesale channels, targeting discerning consumers who seek out unique, high-quality fresh produce.”
And how long has it taken to develop the pear to its current stardom?
“PIQA® Red is the result of a 20-year breeding and innovation journey, combining the best traits from European, Japanese, and Chinese pears. Developed by Plant & Food Research in New Zealand, the variety was first commercialised around a decade ago.
“Since then, volumes have steadily increased to meet rising demand across Asia. With more varieties in our innovation pipeline under the PIQA® brand, we’re confident this is just the beginning of a very exciting future.”
With such demand, it is only natural that the brand has expanded the cultivation footprint outside the New Zealand origin.
“PIQA® Red originated in New Zealand, where it is primarily grown in the Hawke’s Bay and Nelson regions, with recent plantings expanding into Central Otago.” Explains Lyon. “The variety is also under commercial production in Europe, and we have plans for future plantings in additional regions to help meet the strong global demand.
“We actively welcome interest from new growers who are looking to be part of this premium fruit success story.”
Ends the statement on a hopeful production note.
About PIQA Pears
According to the brand’s website, PIQA Pears breeds pears that can enrich lives at the personal level. This is possible through the delivery of exceptional varietals that bring candid daily experiences through superb nuances such as aroma, taste and texture. With fruit originating from New Zealand, the PIQA® trademark breeds varieties like PIQA® Red that quickly gain international market identity.