Apple & Pear Australia Limited (APAL) and French based nursery company Star Fruits have entered in a joint venture to help the Pink Lady™ brand expand on its global success.

Pink Lady Development Pty Ltd (PLD) will oversee the development of emerging market opportunities and provide a greater focus on product investment.

APAL Managing Director and PLD Chairman, Jon Durham, said its shareholders see enormous potential for the brand across BRIC economies (Brazil, Russia, India and China) and in other markets throughout Asia.

“The joint venture will assist licensees in each territory to better manage market development opportunities while maintaining a highly consistent brand presence in the global market place,” Mr Durham said.

“This business model will allow resources and expertise from its mature markets to support expansion and development opportunities for the Pink Lady brand in evolving markets.”

The company will also promote and develop Pink Lady trademark activities and usages, manage promotion and development funds, assist in the selection of import licensees and/or licensed distributors, assist licensed suppliers in technical packing and quality management.

In addition, PLD will help better co-ordinate supply and quality controls which will assist in managing the reputation of the brand, and support Cripps Pink and Cripps Pink Mutations owners in the management of their varieties in producing territories.

“Up until now, we have had the various master licensees across many countries working to develop emerging opportunities. However, with the development responsibility now vested in PLD, Pink Lady will now streamline activities to ensure greater success,” Mr Durham said.

Star Fruits, a Pink Lady master licensee, is a nursery company in France who holds the propagation rights for Cripps Pink and the Master licence for Pink Lady trademarks across Europe.

APAL is the peak industry body representing commercial apple and pear growers in Australia. In addition, APAL owns Pink Lady trademarks in more than 70 countries.

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For media enquires contact Communications Manager Sarah Kulman on 03 9329 3511/0400 006 295 or email skulman@apal.org.au.