Each year, the Pink Lady® team gathers in Hong Kong for Asia Fruit Logistica, to meet with licensees, partners and colleagues from across the global supply chain. On the ground at Asia Fruit Logistica, the Pink Lady® team has the opportunity to engage in proactive discussions with industry experts, foster relationships and conduct a number of meetings with key stakeholders to enhance the growth of the Pink Lady® brand and its footprint. The event also provides a wonderful opportunity to profile the brand and the amazing work the network does.
The trade show, along with Berlin, serves as an opportunity for the IPLA and our global management teams including the Global Steerco and the Global Project Teams to meet face-to-face, to discuss current issues and opportunities and plan for the brand’s future development.
Pink Lady® Global Steerco and Project Teams update
In Hong Kong, the Global Steerco spent one and a half days in discussions and, following this, had the Global Project Teams present on their respective functions and initiatives since the last meeting. The sessions were very productive and reflected the amazing work these teams do and the extent of collaboration across the world. For those who are unaware of the details of these teams, we have included a simple overview.
The Global Project Teams are function based. This means they are focused on functions that would typically be part of a business and are areas that require attention and expertise to operate a global business successfully. These teams include participants with specific capabilities and experience in that function and come from a variety of organisations across our network. There are seven such Global Project Teams, namely:
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- Quality & Technical
- Brand & Communications
- Legal
- Data & Market Intelligence
- Risk & Crisis Management
- Corporate Social Responsibility
- Production
Through this multifaceted approach, the Global Project Teams play a vital role in identifying and addressing various functional and operational challenges and opportunities to ensure the brand’s continued success.
Now in its fourth year, the Global Steerco is focused on guiding the development and direction of the global Pink Lady® business and providing direction and support to the Global Project Teams. Established in 2019, the Global Steerco is a capability-based group, comprising members from all parts of our network. Each member contributes unique skills and expertise, collectively driving forward visionary strategies for the growth and progression of the global Pink Lady® business.
Acting independently, the Global Steerco aims to benefit the overall Pink Lady® brand, business, and network, rather than representing specific stakeholders or territories. Its core mission is to ensure that the Pink Lady® business serves the interests of all stakeholders while promoting growth and evolution.
So, members are expected to leave their personal, business or territory interests behind and contribute by representing the best for all and the network as a whole.
In the days preceding Asia Fruit Logistica this year, the Global Steerco raised and discussed pressing challenges, including how to incentivise new markets, grow long-term global demand, ensure appropriate supply of quality fruit into the markets and encourage data-driven decisions to extract maximum value as a network.
In addition, the Global Steerco engaged in progressive macro-discussions around the opportunities and improvements seen in the Southern Hemisphere and details around the transfer of the New Zealand Master License from NZPLGA to APAL.
Looking ahead, the Global Project Teams and Global Steerco will maintain their collaborative efforts to strengthen the Pink Lady® brand’s global direction and growth. We anticipate sharing more updates on the initiatives and progress made by these teams as they continue to meet and engage into the future.
Pink Lady® shines at AFL
The Pink Lady® brand returned to Hong Kong this September for Asia Fruit Logistica, featuring the brand’s biggest and boldest Asia Fruit Logistica presence yet!
Showcasing eye-catching visuals and high-impact product displays, in line with 2023’s ‘Barbiecore’ trend, the stand truly celebrated the Pink Lady® brand’s signature colour palette with striking pink Perspex walls and vibrant neon signage. Not only was the stand eye-catching, but it also attracted our highest number of attendees, exceeding Bangkok the previous year.
The main feature of the stand was the prominent retail space which showcased the full breadth of products within the Pink Lady® brand including sub-brands Pink Lady® Organic and PinKids®. With podiums for loose product and shelving that displayed innovative packaging concepts and festive occasion designs, alongside an array of Pink Lady® branded manufactured products, including juices and yoghurts. The retail space exemplified the power of the Pink Lady® brand and our product offerings to both new and existing customers in the region.
“We wanted to create a fun and bold booth design that was a true testament to the Pink Lady® brand and everything it stands for at Asia Fruit Logistica 2023,” said Sophie Griffith, Global Brand Manager for Pink Lady®.
“The multi-faceted product displays told the story of the brand’s growth over recent years, with the Pink Lady® brand entering into new manufactured product categories, while showcasing the evolution of our sub-brands and packaging solutions.
“Our packaging and occasions strategy is strengthening the prominence and value of the Pink Lady® brand in new markets, giving their consumers unique and relatable opportunities to both connect with the Pink Lady® brand and to trial our products.”
“Asia Fruit Logistica again provided a unique opportunity for the Pink Lady® team to meet with partners and prospects from across the global supply chain and engage in progressive discussions around expanding market opportunities for the Pink Lady® brand, particularly in Asia,” said Sophie.
Although the extreme weather conditions meant the conference was cut short, the rain didn’t dampen attendees’ spirits, with over 12,000 individuals from across 70 countries descending on AsiaWorld-Expo to visit the 800 exhibitors and explore the latest innovations and trends from the thriving fruit industry.
Across the conference, exhibitors highlighted sustainability and innovation while the event program offered market insights, trends and forecasts, facilitating networking opportunities for attendees from all over the industry.
The date for Asia Fruit Logistica 2024 has been set, with the trade show planned to return to Hong Kong from 4—6 September 2024 – rain, hail or shine, or possibly all three again!
