Pink Lady® To Present Its Strategy At Fruit Logistica 2019

By Dayeeta Das
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  • Pink Lady® has had a promising start to the season, with a volume estimate of around 175,000 tonnes of apples for 2018-2019.

    This is a stable volume in relation to the last two seasons (178, 000 tonnes), and a 17 % increase compared with 2014-2015.

    Despite climatic conditions delaying harvest, fruit sizes have remained stable, and the association is doing all it can to guarantee the supply of premium quality apples in all markets.

    The start of the season witnessed the sales of around 50,000 tonnes of apples by the end of week two, thus attaining 28% destocking, which is comparable to n-2 (n-1 having been an unusual year due to an apple deficit in Europe).

    Dynamic Launch

    Three countries have experienced a particularly dynamic launch – the Netherlands, France and the United-Kingdom.


    Strong performance was observed in Sweden, Hungary, and Finland , the three emerging markets for the business.

    Pinkids®, the range for children, is also expanding and has registered a 48% growth in volume, which translates to the sale of around 1,030 tonnes as of 15 January 2019.

    This has been attributed to quality listings in Germany and Norway, and a new marketing licence this season, Hotel Transylvania 3.

    Globally, the situation is well controlled, the association said, thanks to the powerful surge in Pink Lady®'s trade marketing operations, including a 6% increase in in-store operations at the launch of the season compared to n-2.


    A rise in tastings, consumer games, in-store incentives to promote the arrival of the new harvest in shops, and the highlighting of local provenance in the countries producing the apples, has contributed notably.

    Vibrant Expectations For The Second Half-Season

    The second half of the season will offer the opportunity to discover new in-store operation procedures, in line with the values and social commitments of the association.

    Pink Lady® will present numerous operations surrounding Valentine’s Day, a major date for the brand.

    It will create a new in-store highlight in spring of this year (weeks 13 and 14), specifically designed packaging, and a new in-pack premium that reflects its commitment to the conservation of biodiversity. It includes a 'Seeds of Love' programme, that will allow the distribution of around 600,000 melliferous flower seed packets in 10 countries.


    It will also re-conduct its Bee Pink bee protection awareness programme that was set up last year. It will also introduce the 'Adopt a Tree' measure in France and Germany, which will encourage the adoption of around 1,300 Pink Lady® apple trees, offering guaranteed information to consumers directly from the grower, as well as gifts and participation in the apple harvest next autumn.

    Commitments and action

    Pink Lady® will make the most of Fruit Logistica to take stock of its social responsibility strategy, which started two years ago.

    The event gives the association an opportunity to publish a report on the five axes shared by the stakeholders of the association, to draw attention to constructive environmental or social action undertaken by the business, and to announce developments to come in 2019/2010.

    Visitors can find out more about Pink Lady at Fruit Logistica 2019, in Hall 5.2, stand A-0.

    © 2019 European Supermarket Magazine – your source for the latest retail news. Sponsored content. Click subscribe to sign up to ESM: European Supermarket Magazine.

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