Strong growth and market leadership
In 2024, over 70 million people in Europe enjoyed Pink Lady apples throughout the year. Since the start of the current apple season, sales have increased by 4% compared to the previous year, further cementing its leadership in the branded apple segment. Key markets include Germany (24% of Pink Lady’s European volumes), the United Kingdom (18%), France (16%), and Italy (8%), with notable growth of 13% in Germany and 16% in Italy since the start of the season*.
An ambitious vision for 2030
Bruno Bertheloz has set an ambitious goal for the next five years: by 2030, 100 million people will enjoy Pink Lady apples annually.
“Pink Lady is more than just an apple,” says Bertheloz. “We are shaping the future of fruit growing and marketing. Our strength comes from deep-rooted values: responsibility, fairness, teamwork, shared expertise, and unwavering commitment. As a network, we are securing the future of our businesses and apple cultivation in Europe.”
Pink Lady apples all year round
To achieve this goal, The c0mpany plans to market over 360,000 tons of apples—around two billion in total—bringing their unique taste to consumers across the continent. The brand is targeting double-digit growth in key markets, with expected volume increases of 13% in Germany, 15% in Italy, and 17% in France.
Pink Lady aims to achieve its ambitious targets through a dual strategy: expanding into new markets by tailoring initiatives to local and cultural preferences while strengthening its presence in mature markets by boosting consumer loyalty and increasing consumption.
Three strategic pillars for future growth
To support its expansion, Pink Lady is implementing three key strategic pillars:
- Understanding Consumers Better – Placing consumers at the heart of the brand’s strategy through personalized messaging, refined segmentation, and deep data analysis.
- Produce better in the face of climate challenges, by developing innovative technological tools and investing in reliable climate data and advanced monitoring technologies.
- Fostering Collaboration to Drive Innovation – Strengthening ties between growers, distributors, and consumers to encourage collective growth and shared innovation.
“Since Pink Lady pioneered the concept of club varieties, we have seen ourselves as ambassadors for apple growers and consumers,” Bertheloz emphasizes. “Our commitment to continuous innovation and our strong community ensures fair income for growers while delivering healthy, high-quality, and environmentally friendly apples to consumers.”
A unique nrand experience
“With Pink Lady, we offer more than just an apple—we create an experience, an emotion, and a promise of excellence, both today and in the future. Pink Lady is more than an apple; it’s a brand that stimulates the senses and emotions. It embodies positive energy, indulgence, and the promise of an extraordinary moment. Our mission is to elevate the apple category, bring freshness to the fruit aisle, and establish Pink Lady as an essential part of daily life.”
