Xenia®, the new pear club variety of the German Fruit Variety Consortium (DOSK), is saying goodbye to the German market after a successful season. Just in time for the pear blossom and Pear Day on April 23, the coveted Xenia® brand pear has already been sold out by all participating sales organizations such as Obst vom Bodensee (OvB) and VEOS, despite its long shelf life. The exclusive brand and distribution rights have been held by DOSK since September 1, 2022. From the coming 2023/24 season, Xenia will be marketed by Elbe-Obst, Faby, VEOS, Landgard and OvB, among others.
In a volatile market environment, the Xenia brand has proven to be a guarantor of sales growth and fast rotation at the point of sale. "Xenia convinces retailers and end consumers with its great taste and stable shelf life. This allows Xenia to hold its own in the market despite the challenge of consumer reticence and inflation," explains Martina Mattes (pictured below), Key Account Manager at OvB.
"At Lake Constance, we have the largest marketing volume in Germany: the first trees were planted 12 years ago. In the long term, we expect significantly increasing harvest volumes at Lake Constance, but also through the cooperation with DOSK." This trend is to be expanded with in the coming season.
Brand relaunch planned as a love brand with "big bang"
On the consumer side, too, there is a noticeable increase in demand for pears, which currently cannot be satisfied exclusively by German production. This is where Xenia comes in with the advantages of regional production, excellent shelf life, long shelf life and crisp, sweet taste. Starting in fall 2023, a brand relaunch and innovative marketing strategy will also target new pear users.
"For the coming season, we have planned a 'big bang' for Xenia. We are completely rethinking the brand and the pear and turning the previous marketing strategy on its head - literally. We are convinced that the new brand orientation will also entice new target groups to reach for the pear," says DOSK Brand Manager Dr. Inga Mohr.
Janina Bembenek, Head of Marketing at DOSK continues: "It is not easy for a pear to establish itself as a brand in the fruit department. Xenia's characteristics make it the best pear on the market. We want to make her a real love brand. Because this pear is allowed to be self-confident!"
Taste, consistency and shelf life
Xenia is already a favorite of German food retailers and has earned its firm place on national fruit shelves thanks to excellent shelf life, exceptional quality and an excellent flavor profile in two degrees of ripeness. The Xenia pear is the sweet product of a cross between the "Triomphe de Vienne" and "Decana N. Krier" varieties. The result: a crisp green pear with firm flesh and sugary-sweet aroma.
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Xenia pear can be stored for a long time, even for consumers. In the refrigerator, it can be excellently stored for two to three weeks. In the fruit bowl Xenia pears can be stored at room temperature (18 ° C) for more than a week. During the ripening process, the pear becomes more yellowish and gradually acquires the typical melting texture of pears. Xenia can also be eaten juicy-ripe without dripping from the hand, with or without the skin. So far, DOSK has been in charge of the apple club varieties Fräulein®, SweeTango®, Rockit® and Kissabel®. Xenia is thus the first pear club brand under the DOSK umbrella. Managing Director Dr. Wolfgang Kreiser is picking up on the European pome fruit trend toward pears with Xenia.
Further information:
www.xenia-birne.de/
www.dosk.eu/