Pink Lady officially enters China market with Goodfarmer partnership

Following a series of successful export trials in recent years, the Pink Lady apple brand has officially launched into the China market with Goodfarmer Group gaining exclusive marketing rights for the next ten years across Greater China. To mark the occasion, Good Farmer held a launch event at the Shanghai Waigaoqiao Sheraton Hotel on 20 July.  

Global Pink Lady production sits at over 700,000 tonnes making it one of the world’s leading apple brands. Apple & Pear Australia (Apal), the brand’s owner and marketer, expects the cooperation between Goodfarmer  to drive significant growth in China and meet consumer demand for high-quality apples. 

“We must tailor a precise strategy for the Chinese market because the competition here is very fierce,” said Philip Turnbull group chief executive of  Apal. “Most apples on the market today have similar tastes and are usually very sweet. The message we want to convey to Chinese consumers is that not all apples are sweet. The sweet and sour taste of Pink Lady will surprise them and is a completely different experience. Therefore, our strategy will also reflect this.” 

Zhang Jingzhen, general manager of Goodfarmer Group’s fruit division, said the long-term strict quality control of Pink Lady apples is consistent with Goodfarmer’s persistent pursuit of product quality.  

Goodfarmer will support the development of Pink Lady in the Chinese market from three aspects: channel expansion, brand building and marketing promotion.