It has a key influence on the direction of research and development and the marketing and promotions strategies designed to advance the Australian apple and pear industry, domestically and internationally. These activities are funded through levies paid by each apple and pear grower in Australia. The funds and many of the activities are administered through Horticulture Australia Limited in close association with APAL.
APAL also represents the industry on agri-political issues, including campaigning to protect the Australian pome fruit industry against quarantine risks posed by unsafe imports. These activities are funded separately from the levies through specific contributions.
In addition, APAL has an IP division, Coregeo Australia that manages a number of trademarks internationally, notably the Pink Lady™ and Sundowner™ trademarks, which allow growers worldwide to sell premium quality apples from the Cripps Pink and Cripps Red apple varieties at a premium price.
As well as manage APAL's IP, Coregeo Australia offers a consultancy service to horticultural industries to assist them in all aspects of commercialising new fruit and vegetable varieties.