Pink Lady America advancing on multiple fronts
Pink Lady America advancing on multiple fronts
As new avenues are opening for Pink Lady America in foodservice and slicing, where smaller-sized product can be used, Marketing Director Alan Taylor said that the company is also exploring markets for high-end juice drinks.
A push is on to brand product, which Mr. Taylor said is the wave of the future for the produce industry. Also, with consolidation in the global marketplace, Mr. Taylor said that Pink Lady America is looking to combine trademarks and varieties.
"We need to do things like that to protect our trademark," he said. Citing recent developments by Walt Disney Co., which has announced plans to brand characters and produce by the end of 2006, Mr. Taylor said the Disney move is indicative of things to come.
Currently, Pink Lady America is redesigning PLU labels, considering trademark/variety combinations on the stickers. "We are looking into sticker sizes," he said, noting the use of a larger PLU sticker is one possible option.
"The only place to make any kind of message is the landscape on the sticker," Mr. Taylor said. A survey was planned for late April to see how Yakima consumers reacted to two different sticker sizes. The company is also planning changes to its high-end graphics on boxes and other intellectual property.
Mr. Taylor told The Produce News that while the majority of "Pink Lady" brand apples are conventional, the company is looking to expand its organic offerings in the future.
"We're definitely thinking in that direction," he said.
Pink Lady America marketed 10 percent - or 200,000 boxes - of its 2005 crop in the organic category, and Mr. Taylor said that those numbers are expected to increase as affiliated growers turn their attention to organics. Pink Lady America works with 215 growers, and Mr. Taylor said this network is expanding.
Market prices for the 2005 crop have been stable, and Mr. Taylor said, "Crop movement continues to be very strong."
He added that demand has actually exceeded supply, and the company had 500,000 boxes in mid-April. Movement at that time was between 70,000 to 103,000 boxes per week.
"We'll probably be done by the end of May," Mr. Taylor said of 2005's apples.
A push is on to brand product, which Mr. Taylor said is the wave of the future for the produce industry. Also, with consolidation in the global marketplace, Mr. Taylor said that Pink Lady America is looking to combine trademarks and varieties.
"We need to do things like that to protect our trademark," he said. Citing recent developments by Walt Disney Co., which has announced plans to brand characters and produce by the end of 2006, Mr. Taylor said the Disney move is indicative of things to come.
Currently, Pink Lady America is redesigning PLU labels, considering trademark/variety combinations on the stickers. "We are looking into sticker sizes," he said, noting the use of a larger PLU sticker is one possible option.
"The only place to make any kind of message is the landscape on the sticker," Mr. Taylor said. A survey was planned for late April to see how Yakima consumers reacted to two different sticker sizes. The company is also planning changes to its high-end graphics on boxes and other intellectual property.
Mr. Taylor told The Produce News that while the majority of "Pink Lady" brand apples are conventional, the company is looking to expand its organic offerings in the future.
"We're definitely thinking in that direction," he said.
Pink Lady America marketed 10 percent - or 200,000 boxes - of its 2005 crop in the organic category, and Mr. Taylor said that those numbers are expected to increase as affiliated growers turn their attention to organics. Pink Lady America works with 215 growers, and Mr. Taylor said this network is expanding.
Market prices for the 2005 crop have been stable, and Mr. Taylor said, "Crop movement continues to be very strong."
He added that demand has actually exceeded supply, and the company had 500,000 boxes in mid-April. Movement at that time was between 70,000 to 103,000 boxes per week.
"We'll probably be done by the end of May," Mr. Taylor said of 2005's apples.
