At the midpoint of the 2025–2026 campaign, Pink Lady® Europe reports a +8% increase in volume, despite a challenging market context marked by strong pressure on fruit shelves due to abundant supply and a general decline in apple consumption.
This positive performance has been driven by several key factors:
- A high-quality harvest aligned with the brand’s demanding standards
- The rollout of a new brand platform, strengthening the consistency and effectiveness of its communication
In this context, Macfrut represents a strategic opportunity to share campaign results, market initiatives and growth prospects with industry professionals.
Spain: steady growth driven by a 360° activation strategy
In the Spanish market, the campaign is recording a +5% increase in volume, supported by an ambitious and high-visibility activation plan.
A key moment of the campaign was Valentine’s Day, with a wide-reaching communication strategy combining television and experiential marketing:
- A pop-up fruit store in the city centre, designed as an immersive experience to rediscover apples from a more attractive and contemporary perspective
- Digital advertising in the Madrid metro, boosting brand visibility
RELATED NEWS: Pink Lady® commits to building a love brand in the fruit sector
In the coming months, the brand will continue to focus on high-impact and engaging initiatives, including:
- “Where flavour begins”, an immersive experience at the heart of the orchards
Macfrut: a space for connection, with Joya® in the spotlight
Pink Lady® Europe’s participation in Macfrut reflects its intention to create a space for exchange and collaboration around quality and market development.
The stand, aligned with the new brand platform, has been designed as an open, interactive and collaborative environment.
Joya®, the apple awarded “Flavour of the Year” in Spain, will also take centre stage. This variety is particularly well positioned to drive the category during the summer months thanks to its outstanding organoleptic qualities, including a crisp texture, high juiciness and a fresh, distinctive flavour profile.
