The Italian produce industry will soon be promoting a pear that is "virtually unknown" to U.S. consumers in an event at high-end New York retail outlet and cooking school Eataly.

A release from the country's Centro Servizi Ortofrutticoli (CSO) said the event will take place on Nov. 13 thanks to the support of interprofessional organization OI Pera, playing host to journalists and opinion shapers.

The release said limited places filled up quickly for the event, where chef Nicoletta Grippo will present four recipes with the pear from the Emilia-Romagna region.

While also learning more about the pear's sensory features, participants will also hear from Pear Consortium IGP president Piergiorgio Lenzarini about the value of Abate Fetel pears and the growing region where they come from.

In the release, OI Pera president Gianni Amidei said the initiative was one of many types of projects the industry could harness, and that such projects were crucial for raising product awareness in new retail outlets.

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