175 000 tonnes of Pink Lady® apples are expected this season, a stable volume in relation to the last 2 seasons (178,000 tonnes) and a 17% increase compared with the 2014-2015 season.
Despite climatic conditions delaying harvest, fruit sizes remain stable and the Association is doing all it can to guarantee the premium quality of the apple on all markets.
The start of the season saw around 50 000 tonnes sold by the end of week 02, thus attaining 28% destocking, which is comparable to n-2 (n-1 having been an unusual year due to an apple deficit in Europe). It should be noted that 3 countries have experienced a particularly dynamic launch: the Netherlands, France and the United-Kingdom; and 3 of our emerging markets have revealed a strong performance: Sweden, Hungary and Finland.
Pinkids®, the child-oriented offer, is also expanding and has shown a +48% volume growth, that is to say 1030 tons on January 15 2019, notably thanks to quality listing in Germany and Norway, and supported by a new marketing licence this season – Hotel Transylvania 3.
The situation is globally well controlled, thanks to the powerful surge in our trade marketing operations, including a +6% increase in in-store operations at the launch of the season vs n-2, and notably with a rise in tastings, consumer games and in-store incentives in order to promote the arrival of the new harvest in shops, and to highlight local provenance in producing countries.
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 – on its stand, but also the creation of a new in-store highlight in the Spring (weeks 13 and 14) : specifically designed packaging and a new in-pack premium that reflects our commitment to the conservation of biodiversity. This « Seeds of Love » operation will allow the distribution in 10 countries of no less than 600 000 melliferous flower seed packets to be sown. Two other operations will also be implemented:
- The renewal of the beehive adoption activity, a part of the Bee Pink bee protection awareness programme;
- A new « Adopt a tree » measure in France and Germany which will encourage the adoption of around 1300 Pink Lady® apple trees with guaranteed information straight 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 2 years ago. It provides us with the opportunity to publish a report on the 5 axes shared by the stakeholders of the association, to draw attention to constructive environmental or social action, and to announce the developments to come in 2019/2010 as of now. Come and find out on our stand !
Pink Lady and its blossoming tree will be at Hall 5.2, stand A-0.
For more information:
Julia Savin
Pink Lady
Email: Julia.savin@pinkladyeurope.com
www.pomme-pinklady.com