In today’s competitive fruit market, branding is no longer just about a sticker on produce. It’s about creating an identity that tells a story, connects emotionally, and adds value for consumers and growers alike.

The journey of PIQA® Pears is a benchmark example of transforming a commodity product into a global brand. Originally marketed as PiqaBoo, this exotic red pear needed a fresh, strategic direction to stand out in the increasingly crowded fruit category. While the fruit’s vibrant red skin and crisp texture were unique, the brand lacked the depth and resonance needed to connect with global audiences on an emotional level.

Recognising this, Band® partnered with Prevar to reposition PiqaBoo as PIQA® Pears, elevating it from a niche product to a global leader in premium pears. This transformation was far more than cosmetic — it was a strategic reinvention of the product’s value proposition, messaging, and visual identity to reflect its unique qualities and broader potential.

While PIQA® Red is the flagship variety, the PIQA® brand is designed for growth. The vision includes the future introduction of additional pear varieties, offering consumers an expanded range of premium-quality fruit while maintaining the core attributes that define the PIQA® name: vibrant colour, exceptional taste, and superior quality.

This evolution has positioned PIQA® Pears as more than just a product — it has become a symbol of quality, innovation, and indulgence. The brand’s identity and messaging are crafted to resonate globally, connecting with discerning consumers and growers who value exceptional produce.

This bold rebranding has set the stage for continued growth and innovation. PIQA® is no longer just a pear — it’s a vision for what premium produce can achieve on the global stage.