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European Fruit Magazine

PVM to manage Celina cv. pear in North America

In association with Fruithandel Wouters and ABCz Group of Belgium, Proprietary Variety Management (PVM) is pleased to announce we have been granted the license to manage the Celina cv. pear in the United States. A cross between the Broket Juli and Williams (also known as Bartlett) pears, Celina cv. is a medium-sized pear featuring a cheeky red blush over a light green background. Eaten out of hand, or in a favorite recipe, the white-fleshed, juicy pear packs plenty of sweet flavor. Growers will find the trees adapt well to warm or cool climates, are highly productive, and tolerant against fire blight.
In other growing regions of the world, Celina cv. is marketed under the brand name, QTee®. The first order of business for PVM will be to conduct consumer research surveys to select a new trademark for branding the pear in the United States. As a managed variety, Growers, Packers and Marketers will be licensed by PVM to participate in the commercial program. Tyler Brandt, general manager of PVM’s sister company, Brandt’s Fruit Trees, said “We have received scion wood to build trees this fall and I anticipate having a limited amount of trial trees available for planting in spring 2025.” Fruithandel Wouters and ABCz Group introduced the QTee® brand in Belgium in 2015, and have continued to expand into additional territories each season. “Currently, there are 800 hectares of Celina cv pears planted worldwide.” Shared Kris Wouters, owner of Fruithandel Wouters. “We are very proud to add the United States as our 15th country under exclusive license.”

About Proprietary Variety Management
Proprietary Variety Management of Yakima, WA specializes in global intellectual property management, brand development and the full commercialization of new fruit varieties utilizing a consumer-focused approach. PVM™ was founded with the purpose of helping each new cultivar reach its fullest market potential, benefitting everyone in the value chain, from breeders and growers to retailers and consumers. Our mission is to lead the fruit industry into the future.
(Press release PVM)