Steve Fox, Washington Pink Growers' senior executive, right, finalised details of the campaign – which aims to heighten trade awareness of the apple in its second full season – with the organisation's London office in October.
In wholesale markets around the UK, Washington Pink's 36-strong panel will be offering holiday cash vouchers worth £5 for every carton bought. The giveaway may total up to £1 million in vouchers and is being supported by the Washington Apple Commission.
'This season we plan to ship several hundred thousand cartons to the UK,' said Fox. 'For the first time, we will also market direct to leading retailers significant volumes of our product packed under Black OvalWashington Pink or Pink Lady labels.
The Washington Pink is positioning itself as a premium quality apple – and Fox said he expected to achieve prices to match. 'When selected to the highest standards of pressure brix and external appearance, the Cripp's Pink variety is already regarded as the highest-value apple on offer. Pink Lady brand pioneered this.
'For over 50 years, however, the cosmetic excellence of Washington top fruit and stone fruit has given it pride of place in the UK fruit basket. Our role is to lock into that established reputation and focus the attention of the UK trade to the special attributes of Pink apples grown in Washington State. The current high demand for early shipments shows how successful we have been.
'Washington State is uniquely able to add the extra dimension of colour intensity. This is what makes our Black Oval brand so distinctive. Wholesale market returns have confirmed trader and consumer preference for the eye-appeal of Washington Pink.' Washington Pink Growers estimates that it represents more than 30 per cent of Washington Pink varieties, and a large share of Washington Reds, which will be available alongside Black Oval Washington Pink to September.
The first fruit will arrive around December 7.
