An Italian consortium made up of the country's leading pear producers is aiming to introduce a branded national speciality, the Abate Fetel pear, to consumers in emerging markets.

In the coming weeks the group known as PeraItalia will launch a number of testing campaigns in Russia and the US with various retailers, according to fruitnet.com. "The marketing will focus on positioning Abate pears as a fruit that typifies Italy's great gastronomic tradition," PeraItalia commercial manager Gabriele Ferri explained.

"Thanks to a useful recipe book which we will distribute as part of the promotion, the pear will be presented as an ingredient for dishes and recipes that are typical of Italian cuisine."

Russia represents another priority area in terms of developing the consortium," he explained. "From the start of March, PeraItalia will roll out special banners and in-store promotions in branches of a major retail chain, to see what impact Abate Fetel has on Russian consumers."