So Much More Than An Apple™

So Much More Than An Apple™

The Pink Lady® Pollination Project

Future proofing the brand and its supply chain:

Apple and Pear Australia Limited (APAL), as owner of the Pink Lady® trademark, is pursuing the development and implementation of a standardised approach to ensuring Pink Lady® branded product, and the growing environments involved in its production, are contributing to improvements in bee population sustainability. This is considered an important step in future-proofing the Pink Lady® brand on a number of fronts:

  • Productivity: Wild and managed pollinator health is considered a vital ingredient for ensuring the future productivity and yield requirements to meet global food demand.
  • Protecting against reputational risk: Bee, and other pollinator, population sustainability is gaining traction worldwide as concern for consumers and retailers.
  • Protecting against regulatory risk: Globally there is rising interest among governments in increasing protections from negative environmental impacts, including impacts on pollinator populations.

By engaging growers and stakeholders in the development and implementation of a bee sustainability program APAL believes it can ensure the future growth and sustainability of the Pink Lady® brand.

Project objectives:

  1. Directly contribute, in a measurable way, to reduced attrition of bee populations on farms producing Pink Lady®apples
  2. Develop an executable set of principles and criteria to deliver the first objective
  3. Develop an appropriate communications strategy which builds stronger brand value for consumers.

APAL sees an opportunity to provide important leadership through leveraging the volume of the leading branded apple in the world, Pink Lady®, to positively affect the long-term viability of pollinating bees, and so the global apple industry.

APAL will address the three ‘on-ground’ endeavours supported by common knowledge, considered the most effective methods to maximise impact:

  1. Reduce chemical use
  2. Increase favourable habitats on farm
  3. Improve relations between growers and apiarists.

APAL is considering how to implement any new system in such a way that ensures the highest probability of success and compliance in the fairest possible way. You can read the full consultation here: View Consultation.