The article provides an overview of the expected Conference pear harvest in Belgium, with a predicted start around mid-August due to challenges such as humid springs, limited sunshine, and early hailstorms leading to a smaller crop but good fruit quality. The author, Marc Evrard, also discusses the impact of climate change and market dynamics, highlighting a decrease in pear consumption and the importance of marketing strategies. Belgium aims to remain the primary European region for Conference pear production despite challenges like non-tariff trade barriers in Asian markets. The focus is on enhancing quality, taste, and education to boost pear consumption, particularly in children, and to compete with other fruits. The article emphasizes the need for effective marketing, sustainable production, and education to increase pear consumption and make the fruit more appealing to consumers.