The 2020/21 campaign is full of promise for Pink Lady apples, according to Pink Lady Europe, with a forecast of 190,000 tonnes, an increase of almost 19 per cent over the previous year.
"This growth of 30,000 tonnes should enable us to meet our recruitment target and be in the top three in terms of market share in the main European markets, all apples combined," the company stated.
Pink Lady growers are currently engaged in the thinning and pruning of trees as they seek the right balance between vegetation and fruit ahead of harvesting at the end of October.
According to Pink Lady, this season promises exceptional quality, with a decent balance of sizes and good yields of 70/80mm fruit.
The season will be announced with a new Pink Lady communication campaign, including two rounds of original TV advertisements – for the season's launch and for Valentine's Day – with the aim of reaching more than 250m viewers in 12 countries.
This season will also see the rollout of the Pink Lady commitment charter, which covers the three pillars of sustainable development: the environment, society and the economy. The charter includes 14 key objectives for the sector's development up until 2030.
The company equally highlighted new, "eco-designed, fully-recyclable packaging", which are due to hit shelves from the start of the season, as well as the development of existing initiatives such as Adopt a Tree, Bee Pink and Pink Cooks.
The PinKids brand is set for a new partnership with animated film The Trolls, including personalised packaging, dedicated in-store operations and a heightened digital presence.
Thierry Mellenotte, general manager of Pink Lady Europe, commented: "The seasonal context, the quantitative and qualitative potential of production, our new communication campaign, marketing projects and a brand reputation reinforced by the strong visibility of our commitment charter, should enable us to consolidate our position as leader in the European premium apple market."