This campaign, faced with a generalised drop in consumption of fruit and particularly of apples in Europe (-6.7 % in Spain, -10 % in France or over -6 % in Germany), the Pink Lady® Europe Association is taking action regarding a fair price, a sustainable production and controlled quality from the crops to the consumers, as well as for the revitalisation of apples in the stores.
Revitalisation in stores
In the stores, Pink Lady® is pursuing its innovations with the following: electronic trade solutions with delivery and/or collection sites by consumers in their own vehicles (Drive); a variety for children with PinKids®; the development of the double reference: zero plastic packaging all over Europe associated with the development of loose produce selling; three new transport bags and the monitoring of the development of the products under licence that is aimed at extending the offer of Pink Lady® and emphasising the 100 % of the production, such as the Tropicana juice in France, Mila yoghurts in Italy or even a compote reference being created in Germany.
Brand experience
The apple is also going to improve the brand experience in order to continue seducing and making its consumers loyal using a mechanism full of meaning: a media campaign in 12 European countries that plans to reach 300 million contacts; a new experience loyalty club; crossover operations with Pink Chef gastronomic pleasures in January, transparency and local proximity with “Adopt a tree” in March and commitments to biodiversity and for the bees around BeePink.
Sustainability
With its zero plastic, zero waste policies, along with biodiversity conservation, Pink Lady® is pursuing its commitments in favour of more sustainable agriculture and it continues to support its commitment charter. Several initiatives may be found on this year’s agenda: Pink Lady® and the French league for the Protection of Birds (LPO) and the Fields of the Future.
Joya®, a certified gem on the stand
Parallel to Pink Lady® and PinKids®, the stand at Fruit Attraction will also host the Joya® apple, currently in full swing thanks to all the plantation programmes in Italy and Spain, which plan to obtain a potential of 20,000 tonnes in 2025.
