Pear Bureau Northwest Awarded 2012 Specialty Crop Block Grant

Pear Bureau Northwest is pleased to announce that the Washington State Department of Agriculture (WSDA) has awarded the organization $75,000 in specialty crop grant funding to promote USA Pears in conjunction with the children’s entertainment brand, LazyTown. The project will be tailored to retail partners and schools with live events and co-branded materials.

The grant award will enable Pear Bureau Northwest to engage in an exciting promotion with LazyTown, which motivates children to make healthy lifestyle choices, such as keeping active and eating fruits and vegetables to gain energy. The Pear Bureau has developed custom point of sale materials, including floor signs, channel cards with tear-off recipe pads and life-size standees for retail promotions. The partnership will come to life with appearances by LazyTown’s main character, Sportacus, at select schools and retailers that excel in promoting pears.

Kevin Moffitt, Pear Bureau Northwest President and CEO says, “We are pleased to receive grant funding for this exciting partnership. This award will help raise the awareness of pears and increase pear sales by generating excitement with children and their parents as we bring the established popularity of LazyTown to life with schools and our retail partners.”

LazyTown, the award-winning television show that motivates kids to make healthier lifestyle choices, is dedicated to promoting health and well-being. In the U.S., the LazyTown television series airs twice a day on Sprout, a 24-hour preschool television network reaching 55 million homes, as well as in a Saturday morning programming block on NBC that reaches more than 100 million homes, and it airs on Telemundo in Spanish nationwide. Pear Bureau Northwest has completed successful grant projects in partnership with LazyTown in Mexico and Colombia where retail sales of USA Pears increased by 44% during the promotion period.

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