the vision for pink lady ® apples: best practice technical symposium pink lady® apples ©...
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The vision for PINK LADY® apples:
Best practice technical symposium
Pink Lady® Apples © Copyright 2008
The issues we need to addressTuesday 2nd of June
Renaud Pierson
General ManagerSTAR FRUITS Diffusion - Europe
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THE ISSUES WE NEED TO ADDRESS
PINK LADY® apple position in Europe:A significant business
A high recognition by consumers
What the market expects:The right quality
For the right quantity
With the right product
At the correct moment
With the correct branding
Conclusion
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THE ISSUES WE NEED TO ADDRESS
PINK LADY® apple position in Europe:A significant business
A high recognition by consumers
![Page 4: The vision for PINK LADY ® apples: Best practice technical symposium Pink Lady® Apples © Copyright 2008 The issues we need to address Tuesday 2 nd of June](https://reader035.vdocuments.site/reader035/viewer/2022062800/56649e005503460f94aea394/html5/thumbnails/4.jpg)
PINK LADY®, a very significant value in the European apple supply
A constant growing business for European and Southern
Hemisphere suppliers
While importation of apples in the EU decline,
One apple every 5 apples imported into the
EU was a PINK LADY® apple in 2014.
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PINK LADY®, a very significant value in the European apple supply
A serious value of more than M€ 350 in 2014/2015,
… but, a very high responsibility for all program participants in the supply chain,
from individual Growers to authorized Distributors
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PINK LADY®, THE MOST POPULAR BRAND
GERMANY
DENMARK
With just 15 years of presence in the market and less than 5% market share
Which means a high quality expectation from the consumers...
2013
results
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THE ISSUES WE NEED TO ADDRESS
What the market expects:The right quality
For the right quantity
With the right product
At the correct moment
With the correct branding
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What the market expects:
The right quality product
• PINK LADY® apples must comply with brand specifications and, before all, effectively meet final customers expectations
• The high difference in retail prices with other apples and stone fruits, makes compulsory the irreproachable quality of PINK LADY®: Example:
3,69 -4,00 €/kg in France
2,49-2,99 € - 6 fruits foodtainers in Germany
1/3
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Management of the shelf• Self service distribution at
retailers level• High competition of fruits• Slow turnover of products• Deterioration of product with
summer temperatures
9Pink Lady® Apples © Copyright 2008
What the market expects:
The right quality product2/3
Consequences•Consumers choose the best looking fruits. •Concentration of fruits with defects and low colour
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Why opting for R4 blush ?
Why not waxing for some markets (Europe & UK notably)?
10Pink Lady® Apples © Copyright 2008
What the market expects:
The right quality product
Result from a consumer survey:• Location: Denmark, France, Germany and Thailand• R4 looks to be the best compromise to achieve a threshold of 50 %
satisfaction of the consumers interviewed, without increasing the minimum coloration. Wax creates rejection in Europe
France Germany Denmark Thailand
Intensity R4 R4 R4 R7 (R6 if waxed)
Surface 60% 40% 40% 60%
Lustring / Wax = / - - / - - / - = / +
3/3
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A market caped at 3.000 / 3.500 tons per weeks
What the market expects:
For the right quantity
The market looks to have “natural limits” (competition with summer fruits, retail price, longer presence in May/June in the future of European PINK LADY®, …)
But opportunities to grow still exist:
1- With high quality fruits in the shops => better selection & supply management2- At the end of the SH season from mid of August => long storage practices
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What the market expects:
With the right product
« Ideal » average size per market
Fruit size (number of fruits per 18 kg boxes)
Market importance(% of sales)
Tree management and shipping strategies according to fruit size must consider the markets targeted and… markets capacities.
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Important time lag between shipping by exporters and market needs and capacities
What the market expects:
At the right moment
1- Fruits must be shipped according to sales programs
2- Storage at source is always better than in “logistic” cool store at the arrival
3- First pick is always better for long storage(VS “First picked / first shipped” or “Pick, pack and ship” policies)
4- Fruits sold after August 1st must come from CA storage
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What the market expects:
With the correct branding
The packaging is the support of the brand and the best vehicle to promote the product and to facilitate buyers and
consumers instant recognition.
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Conclusion:
Hope those two days will help you to better design your strategies from planting the correct trees, to shipping the right quality product.
Wish you a fruitful symposium.
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Pink Lady® Apples © Copyright
Thank you for your attention
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Pink Lady® Apples © Copyright 2008