Dutch Xenia pears arrived in China right time for the market

The Chinese market is a significant and growing destination for Dutch pear varieties, particularly the 'Conference' and 'Xenia' pears, which are popular with Chinese consumers. Dutch pears are exported to and sold in China. Chinese importers play an important role.

The status of Dutch pears among Chinese customers has grown in popularity, moving from a niche imported fruit to a more established segment of the market, particularly the 'Conference' and 'Xenia' varieties. While local, crispier Asian varieties still dominate, European-style Dutch pears are finding their place. Look at this recent article from freshplaza    

Last weekend, the first Dutch Xenia pears arrived in China. "It all happened quite quickly," explains Raymond van Ojen. "When we received approval to export to long-distance destinations, we decided to take part in Asia Fruit Logistica in Hong Kong, with the ultimate goal of entering the Chinese market.

"Dutch pear exports to China are not new, but we see great opportunities for Xenia. The long shelf life of this pear is an ideal match for sea freight, which takes five to six weeks.

"One advantage for the Chinese market is that we already have unique branding. Together with our partner, we are now focusing on further expansion into supermarkets, online retail, and wholesale markets. The Chinese market is large, and the economy is growing, so this offers strong potential......See more from freshplaza here

Key Details

Export Market: China is one of the key non-EU export markets for Dutch pears, with exports growing significantly over the past few years.

there are two varieties: Conference: This is the primary Dutch pear variety exported to China, known for its quality and the specific requirements met by certified Dutch growers. Xenia: This variety is also being successfully marketed in China as "Xenia, The Sweetheart Pear," due to its long shelf life suitable for sea freight and its sweeter flavor profile that appeals to local tastes.

Market Penetration: Dutch pears are sold through various channels in China, including supermarkets, online retail platforms (such as Alibaba's Tmall.com), and wholesale markets.

Consumer Education: Since Chinese consumers are more accustomed to local Asian pear varieties (which are often rounder and crunchier), significant marketing and promotional efforts are undertaken to educate them on the unique texture and flavor of the European-style Dutch pears, often involving tasting events and social media campaigns.

Strict Protocols: The export process involves strict quality control and phytosanitary (plant health) requirements mandated by the Chinese authorities, ensuring that only high-quality fruit enters the market.

Dutch pears among Chinese customers

Growing Acceptance: It took time for Chinese consumers to accept European pears, as they were used to domestic varieties which are typically crisp and juicy. The softer, more delicate texture of ripe Dutch pears was initially a barrier but is now gaining acceptance.

Target Demographics: Dutch pears, especially the soft-textured 'Conference' variety, are becoming popular among specific groups, such as the elderly and young children, due to their ease of biting and chewing.

Health Perception: Pears hold a significant place in Chinese culture for their perceived nutritional and healing properties, particularly for respiratory health. This cultural belief has been leveraged in marketing to emphasize the benefits of the quality Dutch varieties.

Marketing & Brand Building: Exporters are actively building brand awareness. The 'Xenia' pear is marketed as "Xenia, The Sweetheart Pear" to highlight its sweeter flavor. Promotional activities include in-supermarket tasting events, online campaigns with parenting blogs, and using distinct "Produce of Holland" labels to create a premium image.

Premium Product: Dutch pears are generally positioned as a high-quality, imported premium fruit, sold through diverse channels including high-end supermarkets and online platforms.

Market Growth: The market share and demand for Dutch pears have been increasing, with import volumes growing significantly in some years, partly helped by lower production volumes of domestic Chinese pears in certain seasons.

In essence, targeted marketing, a focus on consistent quality, and a growing appreciation for the unique characteristics of European pears have helped establish a positive and growing status for Dutch pears in the competitive Chinese fruit market.