US: Pink Lady America developing marketing team
"After a decade of working closely with the major Pink Lady Brand shippers in North America and building solid relationships, it’s time to expand our horizons," said John Reeves, Pink Lady America general manager in Yakima, Washington.
Having recently returned from a trip to Chile to visit Pink Lady Brand growers and exporters, Reeves found a warm welcome in some 15 meetings and believes what he told them was at least part of the reason.
"They were obviously quite impressed with the message beginning with our overall program which is designed to make Pink Lady the most recognized brand in North America," Reeves said.
Also gaining their attention during Reeves’ tour of the area was the marketing efforts being further developed in the American marketplace which this season has taken on some highly innovative aspects.
"They were especially excited with our new spokeswoman which is Ali Vincent who was the first female ‘Biggest Loser’ in 2008," Reeves said.
"In fact, they were so impressed with that part of our program there’s a very real possibility we will be sending Ali to a special event marking the start of the Pink Lady season in Chile in May."
The program in Chile also benefits greatly from Gabriela Paiva and the Global Licensing Association (GLA) which administers the Pink Lady program there. She has also taken on a new GLA employee and member of the Pink Lady team in John Morton of the New Zealand Fruit Tree Company.
"It was obvious from my time in Chile that the GLA is having a tremendous impact on the improving of fruit quality in the Pink Lady Industry and we’ll really be seeing the results in the upcoming import season in the North American market," Reeves said.
"And to have John Morton heading our team effort in New Zealand is a real bonus in relation to the Pink Lady Brand Apples coming in from that very important market."
As the North America Pink Lady program increases its strength with such prominent international connections, the Pink Lady team is also moving forward with action plans in the formation of a marketing platform for the new Maslin selection which is to be marketed under the Pink Lady Trademark.
Maslin, which has quality characteristics that are very similar to standard Cripps, is especially distinctive for its reaching of maturity some three to four weeks earlier which is bound to have a positive impact in both the Northern and Southern Hemispheres.
With its earlier harvest window, the Maslin selection will be instrumental in broadening the Pink Lady Brand season. In fact, with improving storage techniques, including in Southern Hemisphere markets, it will potentially result in a year round supply.
Also significant is the fact that the Maslin selection will also enable the planting of its trees in areas previously not succeeding in growing fruit with the Pink Lady Trademark thanks to unfavorable weather conditions especially late season freezes.
"We are really looking at Maslin with great excitement for a number of important reasons," Reeves said. "And in reality, it’s those same reasons which will be helping us reach the goal of being the most recognized fruit brand in North America."
"A lofty goal for sure, but one we can reach eventually with an international team providing the very important assistance needed to get there!"
For more information:
www.pinkladyamerica.org