This year, Pink Lady® exports into new and emerging markets are forecast to exceed 10,000 tonnes for the first time.
- The 2020 forecast is approaching three times the 2018 export levels and demonstrates the success of Selective Markets Supply Program (SMSP).
- Further strong growth of 15% and 1349 metric tonnes is forecast for 2020, compared to 2019, despite the impact of COVID19 on export programs and especially logistics and shipping.
- Southern hemisphere production indicates large volumes and good quality.
- Tier 2 volume decrease is largely attributed to Malaysia becoming a Tier 1 country.
- South Africa has shipped 221,000 12.5kg cartons of Pink Lady®/Cripps Pink to the UK and the EU – a significant increase on the 37,000 cartons at the same time last year.
- In positive signs New Zealand has entered the SMSP markets earlier than last year, shipping 795 tonnes of mostly Pink Lady® to the EU and UK. More than 75% of these shipments have gone to the EU. Smaller volumes have also gone to Qatar, Malaysia and Vietnam.
- Chile’s shipments of cartons of Pink Lady®/Cripps Pink to the EU and UK have dropped sharply, however we suspect this is a delay in reporting given the strong pull and prices for fruit out of Europe and the UK.
Pink Lady® plans to increase marketing and promotions investment by almost 40% in 2020.
- The 2019 investment included the ‘Taste The Wow’ campaign.
- The 2020 increase will target three key areas – driving retail growth in Malaysia, increased sampling and promotion to match increased shipment arrivals and growing overall consumer awareness.
- Pink Lady team remain flexible in adjusting their marketing plans to match consumer movement and activity during COVID-19