Licensees, importers and exporters from across the Pink Lady® network converged in Berlin in February, with over 120 attendees present for the Global Licensee Meeting at Fruit Logistica.
2024 Pink Lady® stand at Fruit Logistica, Berlin (Source: Work Is Over, LinkedIn)
Global General Manager for Pink Lady®, Jason Morris, chaired the licensee meeting, taking attendees through a detailed review of 2023, the preliminary outlook and forecast for 2024, and exploring forthcoming opportunities, challenges, and focus areas for the Pink Lady® brand in the year ahead.
The scene was set with the Pink Lady ® outlook showing encouraging signs for a positive year, with a return to good pricing and demand in Europe both the northern and southern hemisphere seasons.
Key themes were evident across the presentation, with balance and management highlighted as the key to the Pink Lady® brand’s success in the next three to five years. Balanced markets and supply were touted as the critical variable in minimising risks associated with market fluctuations and ultimately driving global brand growth.
It was also made clear that quality will determine the changeover between seasons. Fruit quality is crucial to ensuring that consumers have a great eating experience with Pink Lady® and that we minimise waste due to poor quality.
Looking at the brand’s global performance in 2023, it was acknowledged that the short SH crop and missed sales at the northern hemisphere season-end impacted the brand’s reaching its growth targets. However, it was encouraging to see that despite this, Pink Lady® significantly outperformed the apple category in general (to October 2023, as presented in Berlin).
Growth in the PLD markets was also highlighted at the meeting. The Pink Lady® team demonstrated the traction the brand was gaining across new and developing markets, including Asia, the Middle East, and other PLD markets, exceeding targets and growing at a sustainable rate.
Pink Lady® Growth in PLD Markets
Jason also shared some of the brand’s global initiatives that delivered success in the brand in 2023, including the launch of LATAM market development, the inclusion of Ruby Matilda, the New Zealand Master License returning to APAL, and the commitment from European growers and APLE to invest additional volume fees into European marketing.
The meeting included a deep dive into market performance for Europe, the UK, Asia Pacific, the Gulf States, LATAM, Africa, and North America, with a market overview, YTD performance, NH vs. SH supply breakdown, and key takeaways presented for each.
Through the review, the same three pillars shone through:
- BALANCE: If we effectively balance markets and supply globally, the outlook for Pink Lady® this year and into the foreseeable future is positive.
- MANAGEMENT: We must manage volumes to ensure our markets are not flooded with unplanned and unprogrammed product. Unmanaged supply damages returns and brand value, delivering short-term (seasonal) benefits while creating long-term problems not just in Europe.
- QUALITY: The key to a successful seasonal switch in all markets.
The meeting wrapped with a summary of the opportunities and focus that form the 2024 outlook and the brand’s commitment to ensuring that priority markets can achieve all-year-round supply.
Also highlighted was the need to remain disciplined in upholding planned, programmed supply and shipments, and that all licensees across the network should strive for a balanced portfolio of markets. Finally, diversification is essential to long-term brand and network success.
Through the Pink Lady® Global Steerco, the brand will ensure the network is updated during crucial periods throughout the year so that the network can make informed business decisions to drive success in the year ahead.
To find out further details about the Global Licensee Meeting or any of the learnings shared in the presentation market overviews, please contact [email protected]
