The international marketing magazine for fresh produce buyers in Europe
Carl Collen

BY CARL COLLEN

Pink Lady set for "great harvest"

Representative group APLE predicts 9 per cent increase in volumes this season

Pink Lady set for "great harvest"

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Europe is anticipating a bumper apple crop during the upcoming season, and Pink Lady is no exception.

With the bloc set for a 12.6m tonne apple crop this year, up 36 per cent, The Pink Lady Europe Association (APLE) has predicted that production of its brand will also climb - up 9 per cent to 195,000 tonnes.

"This season’s objectives are clear: To capitalise on the season’s results, to consolidate them through trade marketing initiatives, and to optimise communication campaigns with a conquest strategy that involves being committed to developing our reputation in preparation for the 275, 000 tonnes predicted for 2025," the group noted in a statement.

According to APLE, strategic developments so far this season have included increased multi-referencing, offering innovative trade marketing operations in line with the brand's responsible commitments, and customising its offer to blend into the local landscape and gain consumer loyalty with new tools.

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