A third-generation orchardist says he was getting better returns for his pears in 1973 than he is in 2018.

Bo Silverstein works tirelessly to supply his best product to the market, but the cruel reality is the return on a bin full of juicy pears from Shepparton will not meet production costs.

"We actually found some information from the 1960s and '70s and we were getting the same returns then for the same pears in the same bins, sold to the same people," he said.

"It just does not make sense. In 1973 we were getting better returns than we are in 2018, which is absolutely ridiculous."

The Goulburn Valley produces 85 per cent of Australia's pears.

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But a decrease in demand from factories for the Williams pear has caused an oversupply situation, pushing the traditional canning variety into supermarkets and setting the tone of low prices for the season.

The common fruit bowl pear, Packham, is only just hitting supermarkets, which is later than usual — a lot have been held in controlled-atmosphere storage waiting for the oversupply of Williams pears to clear the shelves.

Pears grow in abundance in the Goulburn Valley ( ABC Rural: Warwick Long )

Fruit Growers Victoria said supermarkets were pricing pears as low as $1 a kilogram, despite the cost of growing and packing being more than $2.

"We don't get inflation, our wages go up, taxes go up, costs go up in every way, shape or form, but the price of fruit stays the same," Mr Silverstein said.

"[The price] does go up in the supermarket … but it never gets back to us.

"I added up my costs for my Williams as $130 [per bin]. Hopefully this year I'm going to return $130 but that's no income, that's paying for none of my time."

Mr Silverstein knows of some orchards nearby getting as low as $50 per bin.

Getting to the core of the crisis

Fruit Growers Victoria has conceded that some growers need to pull oversupplied varieties, particularly Williams, to mitigate the crippling pricing trend.

However, supermarkets need to be on board and pay at least market value.

"I can't understand why people keep doing it," Mr Silverstein said.

"Once you've pulled a tree out of the ground it doesn't cost you any more money.

"Sometimes I think it's the older generation going 'Well, what am I going to do? What are my pickers going to do? If I pick nothing then I have nothing'.

"It's just a misunderstanding. I think it needs to be made blatantly obvious to some of them.

"A lot of us [the next generation of growers] are pulling out [trees] if we have the option.

"The people with the choice, and the ability to do it, are doing it."

An oversupply of pears has pushed market prices down. ( ABC Rural: Warwick Long )

Consumer experience plays a part

Williams pears are best eaten soon after purchase, while Packhams can sit in the fruit bowl for days before being best to eat.

But most consumers do not know the difference, and there is concern that poor eating experiences early in the season could discourage repeat buyers.

Mr Silverstein believes big business should set a reasonable price and stick to it.

"The supermarkets control everything," he said. "I think average cost of production should be minimum.

"If you're picking good quality fruit with a 90 per cent pack-out, there's no reason you shouldn't be able to make some return — at least a dollar.

Fruit Growers Victoria industry development officer Michael Crisera said the solution was in exports, with Indonesia, Singapore and New Zealand among the big buyers.

However, Australia is in competition with South Africa, which boasts cheaper production costs.

"If we can get 20 per cent of the volume overseas it will help with the domestic price," Mr Crisera said.