The European Pink Lady Association (APLE) has refuted allegations that UK importers holding licences to handle the brand are being charged higher prices than their European counterparts.
Some UK licence-holders had complained they are paying an additional premium on top of the fee for the Pink Lady brand. But Julie Catala, the APLE representative for the UK and northern Europe, said: “What is happening is that the UK market has a higher specification. There is a Europe Continental quality and a Finest, or Class-I-Plus quality for the UK as customer specifications are higher. That will explain any price differential.”
The association is working with Sainsbury’s, Tesco and Waitrose on in-store, on-pack promotion to coincide with Valentine’s Day and also with wholesale markets in the UK. Until February 26, wholesale customers of Peter Gilding & Co will receive a £15 Marks & Spencer voucher from APLE for every pallet of Pink Lady purchased.
Meanwhile, Andy Macdonald of Coregeo, the UK agent for the Pink Lady trademark, reports a strong northern hemisphere season so far. “France, Italy, Spain and Washington state are all supplying into the UK at the moment and doing very well,” said Macdonald. “Southern hemisphere fruit will kick in late in May, but it is a bit too early yet to tell whether the season will be early or late on a normal year yet.”
Sales in 2005 of the branded fruit were up 25 per cent on 2004. “The brand and quality of the apple and the way it is marketed all contribute to it being very successful,” said Macdonald. “And having a branded product which can command a premium over commodity fruit means that we can sell the same value in half the space.”
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