Beyond the Pink Lady® business, APAL has extensive experience bringing new, branded apple and pear varieties to market. Varieties currently being tested, managed and marketed by APAL are:
Working with Agriculture Victoria Services (AVS) and Department of Agriculture and Fisheries (DAF Qld) to commercialise the above brands and managed varieties, APAL manages all areas of variety propagation, PBR strategy, contract development, licensing and trademark management. Most importantly, APAL has strength in brand development and how to ensure the consumer experience guides brand development.
Branded versus managed varieties
As the national industry body for apples and pears, APAL provide these services cost effectively, transparently and puts Australian growers at the heart of all decision making. Unlike traditional branded varieties, these managed varieties are openly available to all Australian growers through registered nurseries. This allows growers to trial fruit in orchard without being subject to high production requirements often associated with club varieties.
The pipeline for new products has been enhanced through APAL’s participation in Prevar. Our previous position as a shareholder and Prevar board director has armed us with deep knowledge of variety development. Our new role as licensor for Option, Testing and Commercialisation partner for Australia will continue to give Australian growers access to new, exciting varieties.
Experience in brand management
The APAL team’s commercial capability and global Pink Lady® network provides a centralised solution for the commercial development of new fresh produce brands, including licensing, brand management, new market development, domestic and international marketing and trademark management and protection. As owner of Coregeo, APAL have access to the knowledge and skills of the UK’s top fresh produce marketing agency, as well as a broad network of contacts in international markets including the US, Europe, the UK, Europe and South America.