Good results of Pink Lady campaign in Spain

The Pink Lady apple campaign has come to an end with good results. The volume marketed in Europe has reached 170,000 tons, 7,000 of which were sold in Spain. Despite the adverse weather conditions at continental level, there has been noteworthy sales growth in the 2018-2019 season in three markets: the Netherlands (with 11,000 tons; 15% more), France (22,500 tons; 14% more) and the United Kingdom (33,000 tons; 9% more).

In Spain, Pink Lady apples are produced in a sustainable way in Lleida and Girona. Most of the production is sold in the domestic market and a small share is exported to the United Kingdom, Israel and the Persian Gulf. As pointed out by the apple club association, "since entering the Spanish market, Pink Lady has gradually become more popular. Compared to 2016, brand recognition has grown by 9% and brand recall by 36%." Furthermore, its distribution channels have been expanded thanks to its introduction in "some of the largest distribution chains in Spain and in major regional retailers." They say that fruit stores are a very important target for the brand; in fact, the opening of its first flagship store in Spain is part of its future plans.

At European corporate level, Pink Lady is working on its Imagine 2025 strategy, aimed at achieving the target of producing 275,000 tons in Europe.


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