Pink Lady apples lay out ambitious plans for 2030

Pink Lady Europe has set an ambitious target for 2030 to have 100mn people enjoying Pink Lady apples annually, according to new president Bruno Bertheloz.

In 2024, over 70mn people in Europe consumed Pink Lady apples over the course of the year, with sales since the start of this campaign up 4 per cent compared with the previous year.

Key markets include Germany (24 per cent of Pink Lady’s European volumes), the UK (18 per cent), France (16 per cent), and Italy (8 per cent), with notable growth of 13 per cent in Germany and 16 per cent in Italy since the start of the season.

“Pink Lady is more than just an apple,” said Bertheloz. “We are shaping the future of fruit growing and marketing. Our strength comes from deep-rooted values: responsibility, fairness, teamwork, shared expertise and unwavering commitment. As a network, we are securing the future of our businesses and apple cultivation in Europe.”

Pink Lady Europe revealed plans to market over 360,000 tonnes of apples — around 2bn tonnes, with double-digit growth targeted in key markets, including Germany (13 per cent), Italy (15 per cent) and France (17 per cent).

“Pink Lady aims to achieve its ambitious targets through a dual strategy: expanding into new markets by tailoring initiatives to local and cultural preferences, while strengthening its presence in mature markets by boosting consumer loyalty and increasing consumption,” the group stated.

To support its expansion, Pink Lady said it was implementing three key strategic pillars:

“1. Understanding consumers better – placing consumers at the heart of the brand’s strategy through personalised messaging, refined segmentation and deep data analysis.

2. Producing better in the face of climate challenges – developing innovative technological tools and investing in reliable climate data and advanced monitoring technologies.

3. Fostering collaboration to drive innovation – strengthening ties between growers, distributors and consumers to encourage collective growth and shared innovation.”

Bertheloz commented: “Since Pink Lady pioneered the concept of club varieties, we have seen ourselves as ambassadors for apple growers and consumers. Our commitment to continuous innovation and our strong community ensures fair income for growers while delivering healthy, high quality and environmentally friendly apples to consumers.

“With Pink Lady, we offer more than just an apple—we create an experience, an emotion and a promise of excellence, both today and in the future. Pink Lady is more than an apple; it’s a brand that stimulates the senses and emotions. It embodies positive energy, indulgence and the promise of an extraordinary moment. Our mission is to elevate the apple category, bring freshness to the fruit aisle, and establish Pink Lady as an essential part of daily life.”