As general manager of Pink Lady Europe, Thierry Mellenotte defines the global strategy for the Pink Lady brand in terms of marketing, advertising, technical and quality issues, new products and new market developments.
What do you see as the greatest challenge facing the global fresh produce industry at the moment?
TM: Reversing the trend of falling fresh produce consumption in Europe and educating consumers about the pleasures of fresh produce are both challenges. We must also be worried about the next generation in the industry and invent a new, efficient and innovative agricultural system that guarantees quality and is environmentally friendly – all of these actions will serve to restore our producers’ confidence.
The key is probably to be more open-minded towards consumers. The food itself and qualitative dimension of fresh produce are currently not enough. Our industry must be able to offer, in general, more new product concepts and in this way defend the added value on the production side.
Do you have any exciting news about the projects you are working on at the moment?
TM: First, the launch with Disney of Pinkids, the Pink Lady apple for children; second, Joya, a new concept for an apple that is targeted at teenagers. We are investing a lot in sharing the pleasure of a good fresh apple with the younger generations! That’s essential for the future of our industry, but also for our retail partners.
What is the hardest part of your job and why?
TM: Saying no! Pink Lady is an adventure with no limits. The team jumps with new ideas, our retail partners always ask for more and Pink Lady fans are always waiting for news and new ways to enjoy their favourite apple.
It’s also an adventure with no geographical frontier. We have so many countries to seduce. South East Asia, the Middle East and Russia are on their way, and more will follow.
As you can imagine, our capacity to invest does have its limits. Even if many projects have been launched during the last months and weeks, and even if more are coming, sometimes I do need to arbitrate.
Who do you admire most in the industry and why?
TM: The producers. Their job gets more and more complex, and risk management is permanent. They are passionate people, humble and so often unconsidered.
I hold a lot of respect for people who can lose their harvest in a matter of hours and yet start all over again with the same conviction.
But there is one person we can truly thank – John Cripps, the discoverer of the fantastic Pink Lady apple. From the beginning, he gave Pink Lady a unique and strong identity.
Pink Lady is a globally recognised brand; what do you think is the key to this success?
TM: I don’t believe in one single key. A big brand is always a whole – the gamble for consistent quality and standards, innovation, added value and service brought to retailers, a source of pleasure for consumers and a unique relationship between them and the brand.
Of course, when we think about Pink Lady, we think marketing and advertising, and that’s true. But, behind that, there is also the work and involvement of a large community of apple specialists.
What does the future hold for the Pink Lady brand?
TM: I hope Pink Lady will continue to be a fantastic locomotive for the European apple industry and will give to our 2,800 producers in Europe – along with those from the Southern Hemisphere – the ability to live on their production. And a few years from now, you will see that we still have many projects that challenge and the same desire to push the frontiers – because ‘Pink Lady is so much more than an apple’!
