Presented in Berlin by Renaud Pierson, Star Fruits
Together, APAL and Star Fruits will soon look to implement a Licensee Performance Management System and a Tiered Licensing Structure, two new initiatives that aim to advance the Pink Lady® brand’s partners and reputation across the globe.
While some initial concern was voiced at the Global Licensee Meeting in Berlin following the announcement of the new initiatives, this was quickly replaced by understanding and support during Fruit Logistica. The general sentiment was that this was a natural evolution of a system that had been inclusive and now needed to be more selective.
These initiatives are the next essential steps in the growth and development of the Pink Lady® brand, providing an upside for the high-performers in the network and bringing into the spotlight those who are underperforming.
The intention is to implement a Performance Management System across the network which, against agreed criteria, reviews the performance of all licensees. The reasons for this are to:
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- Ensure we have the best possible licensees in our network and to provide benefit to these.
- Ensure that those licensees who are struggling, but are committed to the Pink Lady brand and business are supported, helped and developed.
- Exit those licensees who are not committed to the business or the brand and who consistently conduct their affairs in a way that damages our network, business and brand.
Star Fruits and APAL, in consultation with the Pink Lady® Global Steerco, are developing the new model. The elements being developed include:
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- Alignment on the performance criteria by which licensees will be measured.
- Agreement on the levels of the Tiered Licensing Structure, the benefits, and restrictions to be placed on the respective levels, including potentially extending license agreements or removing windows to reward well-performing licensees.
- The socialisation of the Performance Management Model and Tiered Licensing Structure with key stakeholders across the business to ensure understanding and alignment.
- Agreement on the process and timing of communication and roll out to the network.
The first market to implement the new processes will be Europe, with Master Licensee Star Fruits implementing a one-year grace (notice) period, before activating the new Performance Management Model.
During the 2023 import season, EU Import Licenses will be monitored and evaluated against the objectives set out in the Licensee Performance Management System. Conditions for license renewal in 2024 will consider licensee performance recorded in 2023. Licensees will be fully informed of the process at the beginning of the 2023 season; however, the criteria has been previously presented to licensees.
Further details of the new initiatives and programs will be shared in due course. For further information or if you have any immediate questions, please get in touch with your Master Licensee or email [email protected].
