Get ready for Ricó®News
Have you met Ricó® yet?
From 9 July, this blushing newcomer will be hitting the fresh produce section of major retailers throughout Victoria and New South Wales.
Its arrival marks the next stage in the development of the Ricó® pear brand. Following the past few years of growth and export to Asian markets, at last Australian consumers will see this “delightfully different” pear in their everyday shopping.
According to Louise Wood, Category Manager at Freshmax, the launch provides a huge opportunity for this new variety.
“Strong backing from a respected household name, and one of Australia’s largest food retailers, is starting Ricó® on the right foot for pushing into the domestic market,” Louise said.
“The attractive blush and pleasing shape really make it stand out, and that’s the first step in enticing customers to try it. When they do, they will find Ricó® to be a great fresh eating pear – and it’s also so versatile that consumers are going to keep coming back.”
Hear more from Louise about why a pear like Ricó® – which delivers on both looks and flavour – is a fresh fruit game-changer, in her interview on 2GB Radio.
The marketing push behind this new brand is aimed at changing the way consumers think about pears. Craig Chester, APAL Head of Commercial & Brand Development, says the Ricó® brand has the grounding to be here for the long term – not just a flashy trend.
“We want to create a new generation of pear-lovers,” Craig said. “Offering this premium, attractive product supported by a well-developed advertising campaign that is completely different from anything else in this category is the best way of achieving this. Consumers see pears as the quietest fruit in the fruit bowl. With Rico pears and our marketing approach, we’re going to change that
The outdoor advertising campaign from Di Marca and Freshmax will see Rico splashed across trams, trains and bus shelters, reaching beyond the shopping aisle to engage consumers directly. The stylish adverts and cheeky slogans – supported by an ongoing digital presence – will appeal to a younger generation, liberating Ricó® from “nana’s fruitbowl” and offering “a pear with personality.”
According to Andrew Mandemaker, APAL Head of Group Quality, Innovation and Commercialisation, Ricó® will be available in stores for the next 12 weeks – if supply can meet demand.
“We’ve spent years investing in the development and export of Ricó®,” Andrew said. “It’s resulted in a purpose breed pear that looks beautiful and tastes just as great, and it’s already enjoyed success as an export brand in Asia. Our marketing is driving up demand for this high-quality premium product, so we will need continuing growth to meet this both in Australia and abroad, year after year.”