Pink Lady® finds a new market in IndiaExport & Market Access
Pink Lady® branded apples will soon hit the shelves of Indian supermarkets as part of a significant upswing in consumer and buyer interest emerging from new markets.
35 containers of Pink Lady® are set to be imported into India this year sourced from a variety of countries across both northern and southern hemispheres, including France, New Zealand, Brazil and Australia. APAL’s year-long export strategy will ensure the launch of Pink Lady is supported by a full program of product, promotions and brand activation, rather than just a seasonal trade.
Justin Smith, APAL’s Industry Services and Export Manager, said securing the place of Pink Lady in one of the ‘Near Markets’ is important for Australia’s future export program.
“India is a very important growth market for Pink Lady® apples,” Justin said. “In the coming years, India will outgrow China, but more importantly, 50 per cent of their population is under the age of 24 and the majority of them believe imported fruit tastes better.
“With the terrible situation Covid has presented India, their domestic supply isn’t as plentiful as previous crops, so they are looking to fill their basket with imported fruits. They are looking for something new and Pink Lady® apples are a very different apple for them. Until recently, their idea of a premium branded important apple was a Red Delicious imported from the US – known as a Washington Apple in India – so they are a relatively new market for branded varieties.”
While exporters of Pink Lady® in countries such as New Zealand have previously been more focused on the European market than South/South-East Asian markets, their focus is now changing as part of a strategic shift toward the nearer markets of Asia. This has been as a direct result of the success of the Selective Market Supply Program (SMSP), which has provided exporters with some certainty and protection in these emerging and developing markets.
Working with global licensed Pink Lady® exporters and key licensed Indian importers and distributors, APAL’s global marketing team and territory management will provide a targeted, controlled entry into India supported with both brand marketing and promotional funding.
Ensuring correct storage and transportation of the fruit itself within India, as well as its presentation in retail outlets, is key to maintaining the premium perception of this managed variety.
“When undertaking an export program such as this, it is vital that the global quality standards of Pink Lady® are maintained, and that requires close attention to the entire supply chain. It also requires investment in consumer engagement and communications to ensure they receive a great eating experience,” APAL’s Head of Quality, Andrew Mandemaker said.
This new endeavour is part of Australia’s increasingly significant fresh fruit export market. Australian growers have begun seizing apple and pear export opportunities that are set to grow over the coming years.
Through the APAL and Star Fruits joint venture; Pink Lady Developments, APAL funds promotional and marketing activities in new and emerging markets. These funds, in conjunction with the structure of the SMSP and our territory management team, assist exporters enter and stay in these markets.
New Zealand is a great example of exporters bearing fruit and we look forward to Australian exporters joining in the success.
Growers interested in exploring their export potential are encouraged to get in touch with APAL’s Industry Services and Export Manager Justin Smith at JSmith@APAL.org.au. Growers can also access APAL’s Apple and Pear Export Training program that is funded by the Apple and Pear Levy and available from APAL’s website.