The international marketing magazine for fresh produce buyers in Europe
Tom Joyce

BY TOM JOYCE

@tomfruitnet

Pink Lady continues growth

Despite the tough trading environment and the company’s focus on CSR commitments, Pink Lady apples have recorded strong sales this season

Pink Lady continues growth

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European apple brand Pink Lady has succeeded in consolidating its leading position in all European markets during the 2017/18 season while putting its CSR commitments into action, according to a press release from Pink Lady Europe.

This season, the company will market a total of 175,000 tonnes of Pink Lady apples. At the start of May, Pink Lady apples boasted a clearance rate 11 per cent higher than in 2016/17.

The main destinations for Pink Lady apples remained Germany (receiving over 50,000 tonnes), the UK (nearly 30,000 tonnes) and France (rising 14 per cent to 22,000 tonnes).

In terms of market share, Pink Lady has made gains in a number of markets, including Belgium, where Pink Lady apples leapt to 42 per cent, Germany (40 per cent) and the Netherlands (21 per cent).

In Spain, Pink Lady grew by 17 per cent in volume and by 20 per cent in terms of market share with 7,066 tonnes sold this season.

The company stated: “In a context where European production is down by 22 per cent, Pink Lady achieved good results thanks to its decision to pursue a ‘conquest’ strategy driven by 5 key objectives: to control its positioning; to maintain the intensity and originality of promotional campaigns; to constantly increase image and digital communication; to promote its social responsibility commitments, and to guarantee quality as far as possible.”

This season, one of Pink Lady’s focuses has been its social responsibility strategy, with numerous actions planned, including Pink Lady Day, Pink Lady Talents, the Bee Pink programme and attendance at the International Agricultural Fair in Paris.

“All of these values, initiatives and reassurances meet the societal expectations of our consumers and partner brands, and are now, more than ever, at the heart of the brand's concerns,” the company stated. “Beyond these results, Pink Lady is already looking to the summer season and the 2018/19 campaign to continue innovating and endorse this great performance.”

To mark the season in the Southern Hemisphere, Pink Lady is communicating through multiple campaigns and events, including television spots in Germany, Belgium, the Netherlands, Ireland, Norway and Denmark, the sponsorship of a crew during the Tour Voile 2018, the organisation of a food photography exhibition and other events in Austria and Germany.

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