Pink Lady® has officially made its debut in China, with Goodfarmer Group securing territory management and marketing responsibilities across Greater China.
This significant milestone was marked by a launch event in Shanghai this July, attended by distinguished guests, including David Warner, Acting Consul-General from the Australian Consulate-General Shanghai; Debbie Langford, Minister-Counsellor (Agriculture) – Beijing, DFAT; and Stella Cai, Senior Business Development Director, Austrade. Representatives from APAL and Twenty Degrees also joined the launch, underscoring the importance of this new venture.
Phil Turnbull, Group CEO of Twenty Degrees and APAL, expressed his enthusiasm for the partnership at the event. “We are proud to enter this partnership with Goodfarmer, a first-class food supplier with a proven track record of success with other branded fruits like Zespri and Driscolls. Goodfarmer’s alignment with Pink Lady® is a natural fit, and we are confident they are the right partner to introduce the Pink Lady® brand to the Chinese market.”
Turnbull also highlighted the distinctive qualities of Pink Lady® apples and the extraordinary opportunity for Pink Lady® in China, being the world’s largest apple market. “Pink Lady® is the number one branded apple in the world, setting the benchmark for quality, consistency, taste, and enjoyment.
“The positive response we’ve seen in the imported apple category confirms the demand for high-quality branded fruit in China. We are confident that the distinctive taste profile, colour, size, and eating quality of Pink Lady® apples will capture the attention of savvy Chinese consumers,” added Turnbull.
Goodfarmer plans to focus on robust brand building, strategic marketing promotions, and channel expansion to ensure Pink Lady® thrives in the dynamic local market. In addition, Goodfarmer and Twenty Degrees are investigating an opportunity to grow and export from China to designated Southeast Asian markets to supplement SH supply. Leveraging the expertise of Twenty Degrees in IP protection, strategic marketing, quality assurance, and brand management, the partnership with Goodfarmer is set to build strong relationships with consumers, retailers, and suppliers, fostering growth and success for the Pink Lady® brand in China.
