Craig Chester

About Craig Chester

Head of Commercial and Brand Development, Apple and Pear Australia
cchester@apal.org.au
03 9329 3511

Research: What consumers want from apples and pears

Consumer research commissioned by APAL on why people buy apples and pears will underpin the development of new industry strategies to grow consumption. Key industry stakeholders concerned at the lack of current consumer behaviour data tasked APAL in 2017 with commissioning a robust study into why people buy apples and pears. APAL engaged Melbourne-based research [...]

By |October 21st, 2018|Marketing|

Introducing Goulburn River Gold® pears

To build on export opportunities to Asia and other priority markets, APAL is assisting the Goulburn Valley pear growers’ group in developing a brand to be used exclusively by program participants. The brand will be used to deliver a high-quality Australian pear to retailers and consumers. It borrows some of the best elements of successful [...]

By |October 21st, 2018|Marketing, News, Pears|

Pink Lady® territory in focus – Southeast Asia

Southeast Asia is an increasingly important market for Pink Lady®, including both existing and emerging markets. Following a recent trip to the region APAL’s Craig Chester shares his insights. To develop new markets for Pink Lady®, APAL and its European licensee Star Fruits have established a joint venture company, Pink Lady Development Limited. Pink Lady [...]

By |June 25th, 2018|Branding, Exporting, Marketing|

Brand evolution for Pink Lady

APAL has led the development of a more sophisticated look and an ‘evolved’ approach to Pink Lady® branding to help maintain the brand’s popularity with consumers and buyers worldwide, and to help drive value for growers, licensees and APAL. A new look for the Pink Lady® brand. The Pink Lady® global brand is [...]

By |December 21st, 2017|Branding, Marketing, News|

Low apple exports, but UK holds promise

APAL encourages industry stakeholders to look through the Hort Innovation trade intelligence report for apple and pear imports and exports for the first quarter (Jan - Mar) of 2017. Download Hort Innovation's trade intelligence report for apples and pears for the first quarter (Jan - Mar) of 2017. A 33 per cent first [...]

By |July 11th, 2017|Exporting, Hort Innovation, Importing, News|

Pink Lady at Fruit Logistica

In February 2017, APAL and the international network of Pink Lady® licensees and brand stakeholders had another strong delegation at Fruit Logistica in Berlin, Germany. The Pink Lady® stand at Fruit Logistica 2017. APAL uses the event, beyond the exhibition itself, to enhance its position as global trademark and brand manager for Pink [...]

By |April 1st, 2017|Branding, Exporting, News|

Top pick of Pink Lady® brand campaigns

From Europe to Asia, there are some great examples of how companies who are licensed to use the Pink Lady® brand by APAL use it creatively to build marketing campaigns to add value to Pink Lady apples.    The Pink Lady Apple a Day category winning entry for 2016. The success of the Pink [...]

By |January 25th, 2017|Marketing, News|

The Pink Lady global brand, driven locally

APAL’s Craig Chester introduces his work to develop the Pink Lady® brand globally that aims to improve the profitability of Pink Lady growers – including Australian growers and exporters. By developing the Pink Lady brand globally, APAL hopes to improve the value of Pink Lady apples for Australian growers. ‘What is the global [...]

By |September 28th, 2016|Branding|