Apple and Pear Australia Limited and Pink Lady America announce new agreement

An agreement between Apple and Pear Australia Limited (APAL), Brandt’s Fruit Trees (BFT) and Pink Lady America (PLA) will strengthen the global network and reach of the popular Pink Lady® brand.

In December 2019, a Commercial Agreement was reached between the parties to develop trade between the United States (US), Mexico and the broader, global Pink Lady® network.

The agreement brings the respective groups together to partner in the development of trade between the US/Mexico and other APAL territories. It establishes APAL as the exclusive Master Licensee for trade to and from the US and Mexico and appoints APAL as the manager, administrator and licensor of all commercial activities on behalf of the partnership.

The Commercial Agreement combines the interests, capability and capacity of the respective parties and provides an opportunity for the Pink Lady® brand to leverage and build on its current position as the world’s most popular fresh produce brand.

President and Founder of BFT and President of PLA, Lynnell Brandt said he was very excited to work with APAL and continue to grow the brand’s global reach. “This will be beneficial to all stakeholders in the chain of offering Pink Lady® brand apples to the consumers everywhere possible,” Lynnell said.

APAL Chief Executive Officer, Phil Turnbull said the agreement aligns the commercial goals to benefit the entire Pink Lady® network. “This alliance lays the foundations for future success with a framework that provides clarity for market development and brand growth,” Phil said.

The agreement gives strength to the total Pink Lady® brand by completing a fully integrated and linked global network.

Work has already commenced on a number of fronts. APAL has implemented an extensive communications program to the US industry and reinforced this with visits to key interested parties and stakeholders in December 2019 and again in February of this year. APAL Chief Operating Officer, Andrew Hooke said the response had been very positive. “We could have filled a three-week diary with meetings, which accurately reflects the interest and enthusiasm for this initiative,” Andrew said.

In addition, PLA and APAL are working closely to transition branding to the new contemporary 2D design which has been adopted globally since 2018, and with the respective licensing and data teams on reporting structures.

Licensing of US exporters and importers has also commenced, with exporters already adopting the new branding and packaging for this season.

Anyone wishing to know more about this initiative or to apply for licensing with respect to importing or exporting to or from the US and Mexico, should contact Craig Chester (, Charles Andola ( or Andrew Hooke (


More about each company

APAL is the owner of the Pink Lady® brand outside of the US and Mexico, currently licenses over 300 exporters worldwide and manages its trademarks and licensing business in over 90 countries.

BFT has been a leading grower, marketer and packer of fruit and fruit trees in the US for over 80 years, and owns the Pink Lady® Trademark in the US and Mexico.

PLA is the organisation established and exclusively licensed by BFT to manage and market Pink Lady® branded apples in the US and Mexico.

Consumers team up with Pink Lady® to celebrate the health benefits of exercise and eating Americas favourite apple. Source: PVM website.
Andrew Hooke

About the Author:

Chief Operating Officer, Apple and Pear Australia Limited