Pink Lady® Development agency appointed for Middle East

Author: Craig Chester Head of Commercial and Brand Development, APAL 03 9329 3511

Craig Chester
Head of Commercial and Brand Development, APAL
03 9329 3511

Following the success of Pink Lady® in South East Asia, Pink Lady Development and APAL have identified the Middle East as another key territory with significant growth potential as an export market for Pink Lady apples. Over a million tonnes of apples are consumed within the Middle East each year, and the United Arab Emirates has become one of the world’s largest re-exporting hubs.

In the region, Pink Lady apples have secured a foothold in some of the better retailers so the time is right to invest in resources on the ground to take it to the next level of growth. After a long assessment period, Pink Lady Development and APAL have chosen LucaZara to act as the licensing and market development agency based in Dubai. LucaZara are headed by David O’Brien who has worked within, and for, many well respected produce businesses, as well as leading the design and build of the Al Aweer central markets in Dubai – one of the biggest import hubs for fresh produce in the Middle East.

Last week, I spent four days bringing LucaZara on-board with our business, and visiting key players in the region to introduce our new partnership. Having this representation in the region is viewed very positively by all key players. With LucaZara, I met with key retailers Carrefour, Spinneys/Waitrose, LuLu, Choitrams, GEANT, Union Coop, as well as quality importers Fresh Fruits Co., Kibson’s, Barakat and TFC. At the meetings we discussed new import protocols aimed at improving quality and support for the brand within the region.

Often used as an exit strategy for low specification fruit, our first and most challenging goal is to identify and work with players within the region who are committed to growing the Pink Lady brand within the Middle East. The starting point will be ensuring minimum Pink Lady standards are committed to by our chosen licensed importers. We feel that given the inherent quality of Australian fruit, there is a greater role for Australian Pink Lady in improving quality perceptions and growing the market. Over time we hope this partnership with LucaZara in the region can become a launch platform for other commercial ventures for Australian apple and pear growers.

For more information or to ask questions about this project, contact Craig on

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By |April 27th, 2016|Branding|

About the Author:

APAL is an industry representative body and not-for-profit membership organisation that supports Australia’s commercial apple and pear growers.