Bringing the ‘wow’ in Thailand
Pink Lady® apples brought the ‘wow’ at Asia Fruit Logistica in Bangkok during November. After a two-year hiatus due to the pandemic, Asia’s premier fresh produce event attracted thousands of importers, exporters, growers and retailers from around the world, eager to meet and do business in-person.
Joining hundreds of trade exhibitors from 42 countries, the Pink Lady® stand featured striking new brand imagery and a modern retail display. Barista-made coffee was a drawcard, enticing curious delegates in for a latte and a chat with the APAL team.
“A lot of thinking goes into every trade stand design and this year was no exception,” explains Craig Chester, APAL’s Head of Commercial Development – Emerging Markets, who worked with members of the global brand team to deliver the striking stand. “We wanted to bring the brand identity to life in a culturally relevant way and demonstrate the potential for premium fresh produce to excite in a retail setting.”
The use of bold colour (pink, of course!) and imagery was intended to spark intrigue: “Our brand is known for its sparky, vibrant personality,” says Craig.
“It is premium and aspirational, but it remains fun. We wanted the stand to deliver the same moment of ‘wow’ that consumers get from biting into a Pink Lady® apple.”
A retail display incorporating bright colours and natural elements featured front and centre in the design, showcasing the breadth of products and sub brands that make up Pink Lady® brand today.
“We wanted to highlight multiple SKUs which are clearly aligned to one unified brand but are simultaneously unique in their presentation. Each attracts a different consumer group, eating occasion, or market segment,” explains Craig. Brand and products displayed included PinKids®, Pink Lady® Organic, pure juice, wellness drink blends, and whole fruit in multi packs, and loose.
“Today, the Pink Lady® brand is home to more than one apple, and there are a wealth of product opportunities associated with that,” says Craig.
Over the course of the three-day event, APAL and Master Licensees met with long-standing regional partners, key industry stakeholders and new customers, as well as attending an IPLA hosted tribute dinner for Pink Lady® breeder, John Cripps, who passed away earlier this year.
“Asia Fruit Logistica has always been an important platform for us,” says APAL CEO, Phil Turnbull, of the event. “It not only provides valuable market insights but demonstrates to retailers how they can bring the Pink Lady® brand to life in a modern retail setting.”
Pink Lady® apples also featured in cooking demonstrations in the Australia Pavilion, hosted by Austrade.