Branding keeps Pink Lady in forefront of marketing
Branding keeps Pink Lady in forefront of marketing
As Pink Lady America continues to build on its success as the only apple variety approved by the American Heart Association Food Certification Program, Pink Lady Marketing Director Alan Taylor said, "We're very much interested in branding this product."
The unique characteristics of the apple include a striking pink skin, complex tart-sweet flavor and the ability to maintain a white flesh longer when cut, Mr. Taylor noted, and those attributes make branding a logical move.
Commenting on the American Heart Association certification, he said that it allows "Pink Lady" brand apples to incorporate the AHA Heart-Check into Pink Lady America's "Flowing Heart" logo. Mr. Taylor also noted that the "Flowing Heart" logo, which is used internationally, was established in 1999. The organization provides all partners an opportunity to establish uniform quality and packaging guidelines and creates a worldwide network to share information and promotional materials.
Also unique to the variety is its four-apple clamshell packaging, which provides consumers with nutritional information on the apple, such as its high fiber content and that fact that it has no cholesterol.
"That's something that doesn't come together easily," Mr. Taylor said of the packaging.
In 2004, Pink Lady America began to develop market segments based on consumer age, socio-economics and geography; Mr. Taylor said it was determined that the Pink Lady appeals to an upscale consumer who is unwilling to compromise taste and quality.
In addition, Pink Lady has made inroads with fast-food giant McDonald's. Mr. Taylor said that McDonald's, which is incorporating healthier food options into its menu, has included Pink Lady and Cameo apples in its choices.
This season, Pink Lady America is forming an advisory board with a membership of grower-shippers to better flesh out the marketing strategy. Mr. Taylor said that one important component of this board effort is scientific market data analysis.
Mr. Taylor added that informal research he has conducted at trade shows has indicated that Pink Lady apples are well received. "There's an emotional attachment to Pink Lady," he commented, and women in particular gravitate to the Pink Lady at trade shows when samples are offered.
This year's holiday season will see Pink Lady America collaborate with several other entities, including the AHA, on a special children's nutritional pilot program. Running from Thanksgiving to Christmas, the initiative will be promoted, and Mr. Taylor said that if it is successful, it will be expanded.
The 2005 Pink Lady crop looks good, said Mr. Taylor, who anticipates production of 2 million boxes.
"You don't know until it's in the bin," he said, adding that yields are expected to be comparable to 2004. "We had plenty of heat to grow some good fruit."
There were challenges with spring frosts, he said, and growers continue to deal with drought conditions and are hoping for a good snowpack this winter.
The unique characteristics of the apple include a striking pink skin, complex tart-sweet flavor and the ability to maintain a white flesh longer when cut, Mr. Taylor noted, and those attributes make branding a logical move.
Commenting on the American Heart Association certification, he said that it allows "Pink Lady" brand apples to incorporate the AHA Heart-Check into Pink Lady America's "Flowing Heart" logo. Mr. Taylor also noted that the "Flowing Heart" logo, which is used internationally, was established in 1999. The organization provides all partners an opportunity to establish uniform quality and packaging guidelines and creates a worldwide network to share information and promotional materials.
Also unique to the variety is its four-apple clamshell packaging, which provides consumers with nutritional information on the apple, such as its high fiber content and that fact that it has no cholesterol.
"That's something that doesn't come together easily," Mr. Taylor said of the packaging.
In 2004, Pink Lady America began to develop market segments based on consumer age, socio-economics and geography; Mr. Taylor said it was determined that the Pink Lady appeals to an upscale consumer who is unwilling to compromise taste and quality.
In addition, Pink Lady has made inroads with fast-food giant McDonald's. Mr. Taylor said that McDonald's, which is incorporating healthier food options into its menu, has included Pink Lady and Cameo apples in its choices.
This season, Pink Lady America is forming an advisory board with a membership of grower-shippers to better flesh out the marketing strategy. Mr. Taylor said that one important component of this board effort is scientific market data analysis.
Mr. Taylor added that informal research he has conducted at trade shows has indicated that Pink Lady apples are well received. "There's an emotional attachment to Pink Lady," he commented, and women in particular gravitate to the Pink Lady at trade shows when samples are offered.
This year's holiday season will see Pink Lady America collaborate with several other entities, including the AHA, on a special children's nutritional pilot program. Running from Thanksgiving to Christmas, the initiative will be promoted, and Mr. Taylor said that if it is successful, it will be expanded.
The 2005 Pink Lady crop looks good, said Mr. Taylor, who anticipates production of 2 million boxes.
"You don't know until it's in the bin," he said, adding that yields are expected to be comparable to 2004. "We had plenty of heat to grow some good fruit."
There were challenges with spring frosts, he said, and growers continue to deal with drought conditions and are hoping for a good snowpack this winter.
