Pears lead the push to address food waste

A pear-led campaign to tackle food waste has shone a spotlight on the versatility of the fruit and its use across all stages of ripeness. 

New research from Australian Pears (carried out via the marketing levy fund) has revealed that six in 10 Australians admit to throwing away up to 25 per cent of their groceries each week. Australian Pears’ One Pear, Five Ways marketing campaign, which began in March, emphasised the importance of strategic grocery shopping. 

To help Australians reduce food waste, Australian Pears partnered with MasterChef finalist Simon Toohey to share his tips on how to make the most of the weekly shop and use one pear five ways across all stages of ripeness. 

Simon highlighted the fact that the affordability and versatility of pears meant they were the ‘pearfect’ choice to add to the shopping basket and cut back on wastage, which is estimated to cost the average household more than $2,000 each year.  

“Buying seasonal produce is a great way to keep costs down, but what’s more important is that we’re buying seasonal produce that can be used in multiple dishes, not just one,” Simon said during the campaign in March. 

“Being strategic when shopping makes it much easier when needing to throw together a last-minute meal using what’s left from the weekly shop. I always make a beeline for produce that can be used for a range of dishes – from hot to cold, savoury to sweet, breakfast to dinner – and even for a meal or a snack.  

“Pears are my go-to autumn favourite. Whether enjoyed as a satisfying snack or incorporated into a delicious dish, pears offer a fantastic option at any stage of ripeness. Firm pears shine in salads or can be gently warmed for breakfast or dessert, while softer pears excel in baking,” he said.  

To showcase the versatility of pears, Simon crafted five new recipes using pears at different stages of ripeness. From Treacly Pears and Creamy Oats for breakfast to the Easiest Pear Cake Ever for dessert, these recipes demonstrate the potential of pears across the week.  

Despite the popularity of pears and the benefits of buying seasonal produce, almost half of Australians indicated through the research that they lack confidence in cooking with pears at different stages of ripeness. 

Goulburn Valley pear grower Mitch McNab said it was time for Australians to ‘ditch the pear-anoia’. 

“Choosing pears doesn’t need a second thought. Their incredible versatility means they shine at any stage of ripeness,” Mitch said. “Simon’s new recipes showcase just how easy it is to turn any leftover pears into delicious creations, reducing food waste and making the most of your weekly grocery budget.”  

One Pear, Five Ways 

The One Pear, Five Ways marketing campaign – which centred around the theme of using pears at different stages of ripeness – involved consumer research, development of recipe reels with Simon Toohey, fresh imagery, and media interviews with Simon and Mitch. 

The campaign was well received by national and state media outlets, with the key messaging around food wastage and pear versatility resonating strongly. With 55 media hits, coverage was secured in news.com.au and syndicated across the network to 48 other local and national titles such as The Daily Telegraph, Herald Sun, Yahoo News and The Australian. 

Reaching a total of 558,000 people, the campaign recorded 100 per cent positive sentiment and a key message retention rate of 90 per cent. 

Recipe content was broadly included in media coverage, and the campaign’s call to action to drive the purchase and use of pears during each stage of ripeness was included in all articles. 

This year’s pears campaign continues across social media, with boosted content providing further inspiration on how to use pears across different stages of their ripeness.  

The initial results are strong, with the campaign achieving a reach of 4.5 million in March alone. Simon Toohey’s new recipe reels have delivered strong engagement results of more than 62 per cent. This indicates that Simon and his content resonates with Australian Pears’ audience. 

‘Pear-fect’ recipes  

Find Simon Toohey’s inspirational recipes on the Australian Pears website. 

• Treacly Pears and Creamy Oats: australianpears.com.au/recipes/treacly-pears-and-creamy-oats/  

• Pear, Fennel, Herbs and Poppy Seed Salad: australianpears.com.au/recipes/pear-fennel-herbs-and-poppy-seed-salad/ 

• Easiest Pear Cake Ever: australianpears.com.au/recipes/easiest-pear-cake-ever/ 

• Sweet Pears on Creamy Ricotta and Toast: australianpears.com.au/recipes/sweet-and-sour-pears-on-creamy-ricotta-and-toast/ 

• Pear ‘Weis’ Bowl: australianpears.com.au/recipes/pear-weis-bowl/ 

MasterChef finalist Simon Toohey’s new pear recipe reels on social media have delivered strong engagement results.

Goulburn Valley pear grower Mitch McNab took part in media interviews as part of the One Pear, Five Ways marketing campaign.

For Simon’s Pear, Fennel, Herbs and Poppy Seed Salad recipe, he wanted to explore new flavours that would go well with pears, such as fennel and poppy seeds.

This article was first published in the Winter 2024 edition of AFG.