Cases

The red pear's big break

man plukt peren uit boom

One day in 1992, in his Doyenné du Comice orchard in Wijdenes, North Holland, pear grower Simon Broertjes discovered a blushing red pear. After ten years of careful observation and development, the red pear gained legal recognition as a new club variety: the Red Doyenne of Doorn. Today, The Greenery cultivates this pear across the globe, making it available year-round to retailers under the Sweet Sensation and Sweet Doret brand names.

What sets the Sweet Sensation apart from other non club varieties is not only its unique colour and flavour, but also how we market it using a commercial concept. Supported by marketing innovations, The Greenery can keep adding new dimensions to the pear's image; over time, this will lead to the highest possible return for both growers and retailers.

All year round

The Greenery has held the official cultivation rights to the Red Doyenne since 2012, enabling us to grow the pear worldwide in countries such as South Africa, Argentina, Chile, France, England and Belgium. In the northern hemisphere, pears are typically in season from November to March, while in the southern hemisphere they are available from March through August. The combination of the two seasons means that we can offer the Sweet Sensation all year round.

"The Sweet Sensation pear is just starting out in life. The Greenery is therefore pushing for a big growth spurt."
Bert Wilschut
Productmanager Hardfruit

Innovation

The Greenery is constantly in search of innovation and progress in the world of growers. This applies not only to what we grow, and the techniques we use, but also to how we market these new products. The Sweet Sensation is a textbook example of this.

Marketing

Introducing a new club variety such as the Sweet Sensation is a complex undertaking that takes quite a bit of time – especially when the pear in question has such a unique colour and flavour. With the committed efforts of our marketing department, we work to ensure this remarkable product gets its definitive breakthrough.

Facts

worldwide
458
hectares
by 2026 over
900
hectares
in the Netherlands
50%
growth

Value chain

Fruit and vegetables are valuable in every link