VINELAND STATION, Ontario, Nov. 9, 2015 (GLOBE NEWSWIRE) -- In collaboration with Vineland Research and Innovation Centre (Vineland), Vineland Growers' Co-operative Ltd. has launched the Cold Snap(TM) brand pear at the Royal Agricultural Winter Fair. This made-in-Canada pear brand, whose varietal name is Harovin Sundown, delivers a sweet, fresh crunch from mid-October through March making this pear Winter's Favourite Fruit(TM).
Vineland's Consumer Insights team conducted focus group studies to better understand pear consumer preferences, building the foundation for a robust marketing and branding strategy. "We discovered the Cold SnapTM brand pear's attributes – a uniquely round shape with red blush skin, a perfect balance between sweetness and acidity and a good texture that is not too mushy or crunchy – appeal to consumers," said Dr. Amy Bowen, Vineland's Consumer Insights Research Program Leader. "The Cold SnapTM brand pear refreshes the pear category at retail, introducing the first innovative pear in Canada in a number of years."
The pear, developed by Agriculture and Agri-Food Canada at the Harrow Research and Development Centre, was licensed to Vineland in 2009. In 2011, Vineland entered into a commercial license agreement with Niagara-based Vineland Growers' Co-operative Ltd. providing it with the exclusive Canadian rights to produce and sell the pear. Since then 75,000 pear trees have been planted across Ontario and Nova Scotia by co-operative member growers who welcome this new pear, as it is fire blight-resistant and offers a longer storage life than other pears. Plantings have also begun in Europe and the United States to supply those markets, making the Cold Snap™ brand pear a Canadian brand marketed to the world. The variety is available in Canada in selected Loblaws, Sobeys, Costco Wholesale, Walmart and Metro stores.
Dr. Amy Bowen will discuss using consumer insights to open markets for new fruit varieties including the ACTM HarovinSundown pear variety marketed under the Cold SnapTM brand on Tuesday, November 10 at the Health Professionals Day at the Royal seminar. The Royal Agricultural Winter Fair runs from November 6-15 at Exhibition Place in Toronto, Ontario.
About Vineland Research and Innovation Centre
With a highly-skilled research team, oversight from an independent Board of Directors, engagement from an international Science Advisory Committee and collaboration with more than 160 global partners including a Stakeholder Advisory Committee, Vineland's goal is to enhance Canadian growers' commercial success through results-oriented innovation. We are an independent, not-for-profit organization funded in part by Growing Forward 2, a federal-provincial-territorial initiative. For the latest on our research and partnerships, visit www.vinelandresearch.com
Vineland's Consumer Insights research focuses primarily on understanding what motivates consumers when buying horticultural products. Dr. Amy Bowen and her research team provide information that guides breeding program selection, the introduction of new varieties and the promotion of production practices to ensure sensory and non-sensory attributes match consumer appeal.
About Vineland Growers' Co-operative Ltd.
Vineland Growers' Co-operative Ltd. has the distinction of being the longest continually run co-operative in Ontario. With facilities strategically located throughout the Niagara Peninsula's fertile fruit belt, we sell tender fruits and fresh grapes to retailers across Canada. The Co-operative has always strived to be the leader in the industry through the dedication of its members and will continue to make their mark into the next century.
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