sapla agm 2016 - topfruit · magazine advertising my kitchen – june & july issue (readership:...
TRANSCRIPT
© Copyright Pink Lady® Apples
SAPLA AGM 2016
PRESENTED BY: LIZA MATTHEWS
© Copyright Pink Lady® Apples
Production – Trees planted
• 2015 Total hectares planted – 2339
Cripps Pink - 1 505 ha
Rosy Glow - 834 ha
• 2016 Estimate – 219 947 trees – 133 ha (all Rosy Glow)
• 2016 Estimates includes 10 082 Cripps Pink top worked trees
• Forecast plantings 2017 – 120 ha thereafter +- 100 ha / year
1 925 2 043 2 080
2 210 2 245 2 339
0
500
1 000
1 500
2 000
2 500
2010 2011 2012 2013 2014 2015
Hecta
re
Year
Cripps Pink / Rosy Glow hectares planted
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Export per Country
5 9
11
2 2
22
9
13
41
7
45
5
63
5
16
0
46
61
19
4 0
18
2 0
46
11
10
51
2
1 6
88
37
8
29
6
12
1
0
0
4 5
11
1 5
11
1
14
29
9
3 5
16
47
0
29
43
7
0
0
4 7
16
52
6
12
9 9
41
5 6
36
45
4
24
3
35
1
0
0
0
2 000
4 000
6 000
8 000
10 000
12 000
14 000
16 000
Europe Far East Russia United Kingdom
Africa Ireland Islands Middle East
USA Canada
2013 2014 2015 2016
© Copyright Pink Lady® Apples
Export & African Territory • Islands
Management of the Islands from this season
Mauritius, Reunion, Comoros, Mayotte, Seychelles & Madagascar
2016 Mauritius 126 tons
2016 Reunion 106 tons
• Africa
Management of the rest of Africa from this season
Africa and South Africa now forms the African Territory region
Africa sales
2015 3 515 tons (for the season)
2016 5 392 tons (as at 21 October 2016)
• South Africa
Sales slow due to drought, colour & smaller sized apples
2015 2 625 tons
2016 1 528 tons
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Licensing
• Islands
Mauritius: 1 x importer – SKC Surat
Reunion: 3 x importers – SKC Surat, CGF ; Faren
• Africa
Main countries by volume: Kenya, Tanzania, Nigeria & Senegal
Licensing of importers in certain territories to follow in 2017
Importers considered:
Fresh an Juici Frutella
South Lemon Fruit Box
Ghangshyam Branded Fine Foods
Fruity Fruits
• South Africa
26 x Exporters
24 x African Territory marketers (Africa and South Africa)
66 x pack houses
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Quality Inspections
• Inspections on fruit and packaging, Inspections increased this year
• Inspections done in all regions of South Africa
Ceres
Grabouw
Langkloof
Stellenbosch / Somerset West
Free State (early region)
• Colour big issue this season
• Inspections to be increased for the next
season, with a focus on the early regions
as well as Africa
Highridge Market,
Nairobi, Kenya
© Copyright Pink Lady® Apples
Quality Inspections
Inspections 2016
Area Compliant Borderline Non-compliant Total visits Pack houses
Grabouw (Attie) 53 3 14 70 18
Ceres ( Neels) 100 17 14 119 11
Langkloof (Oeloff) 32 7 8 33 17
Free State (Neels) 2 2 2 5 5
Other areas (Neels) 14 4 4 21 8
TOTAL 201 33 42 248 59
Inspections 2015 124 28 22 174 30
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Quality Inspections
Ceres and Other Regions
• Apart from the Free State, overall good colour standard, 40%
block colour well managed.
• Need better communication with regard to when pack houses
are packing, so that visits can be organised timeously.
• Good cooperation from all pack houses.
Grabouw Regions
• Difficult start to the season, but improved.
• Some pack houses struggled with the implementation of colour.
• Seeing Pink Lady® quality fruit in Cripps Pink cartons.
• Good cooperation from all pack houses.
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Quality in Africa – The Good and the Bad
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Marketing Activities
Uchumi store, Nairobi, Kenya
© Copyright Pink Lady® Apples
March – Cape Epic
Raising funds in conjunction with Tru-Cape
Pink Lady® Tru-Cape Epic team (3 years)
Sakkie Hanekom & Hannes Hanekom,
• 8 days, 800 km
• The most televised mountain bike race
in the world, broadcast to 175 countries
• Over 600 teams of two take part
36th place overall, R30 000 raised
Thanks - Tru-Cape, Die Eike Farm and
School, Pieter Graaff, Van Der Vyver
Transport, Cecilia’s Farm, Ian Walton,
Calla du Toit, Welgemeen Boerdery
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March – Cape Epic
100th Stage Activation on Die Eike Farm
100th Stage Flyover Competition – WE WON!
Prize was R5000,00 of which half was donated to the Die Eike
School and half to the Tygerberg Hospital Transport Fund
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SPAR Fresh Theatre Trade Show with Fruitways
– May CPT & August KZN
Thank You Fruitways!
Sharing a stand with Fruitways
Pink Lady® Apples
Competition- Lucky Draw for all orders
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May – Pink Lady® New look and feel &
Season Launch
Media Launch
• Day trip to Pink Lady® Orchard, Dutoit
farm Paardekloof Ceres,
• Visit Dutoit Packhouse
• Lunch at Harvest table with a Pink Lady®
Apple Inspired Menu
• Blind Contour Drawing Artist, Ian
Sklarsky, to create personalised portraits
of our guests
Invitation Design for the Media Launch
Apple and Orchard Illustration by Ian
Sklarsky
© Copyright Pink Lady® Apples
May – Pink Lady® Season Launch
The Pink Lady® Facebook Page was promoted on Facebook during this time
and our Facebook followers grew from 6.5K to 10.2K followers!
To date we are at 20 868 Facebook followers
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May – Pink Lady® Season Launch
© Copyright Pink Lady® Apples
May – Pink Lady® Season Launch
© Copyright Pink Lady® Apples
May – Pink Lady® Season Launch
© Copyright Pink Lady® Apples
May& September – KYKnet Groot Ontbyt, Groot FM and Tygerberg Radio Feature
With freelance food consultant, Heleen Meyer
Feature, kosblikkie (Lunch Box) idees 16 – 29 May:
1 x TV Insert per week with Heleen Meyer on Groot
Ontbyt on Kyknet (2nd most popular channel on DSTV)
for 2 weeks
6 x Radio Inserts per week on Groot FM and Radio
Tygerberg for 2 weeks
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May & June – Mall Activations
Canal Walk
Centurion Mall
Fourways Mall
In malls with both Woolworths and Pick ‘n Pay stores
Pink Lady® pop-up stand
Branded Promoters – tasting apples / apple information
Interactive Social Media Competition
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May & June – Mall Activations
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May & June – Mall Activations
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May & June – Mall Activations social media
competition – Boosted FB Post
Facebook post was
boosted/promoted
770 Likes
19 Shares
15108 people reached!
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June – Annual Pink Lady® Drakenstein
Canoe Race
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Magazine Advertising
My Kitchen – June & July Issue
(Readership: 22 000)
TASTE – June Issue
(Readership: 26 000)
Fresh Living – June/July & August Issue
(Readership: 500 000)
Rooi Rose – August Issue
(Readership: 93 000)
Yuppiechef Table – June/July/August Issue
(Readership: 40 000)
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Magazine Adverts
TASTE Advert Artwork Rooi Rose Advert Artwork
Apple and
Orchard
Illustration by
Ian Sklarsky
© Copyright Pink Lady® Apples
July & August – Facebook - Recipe Videos
4 Recipe Videos, created by Heleen Meyer
Co-Branded with Le Creuset
Videos supported August Women’s Month Competitions
• Utensils / gadgets used in videos, photographed up close
• People to guess what the gadget is
• Competition hint- watch video for clue
• 3 weeks, weekly winner, R1000 Le Creuset Voucher
• All entries goes into the draw for bonus prize;
Spa Voucher at Camelot Spa
© Copyright Pink Lady® Apples
August – Month Competition– Facebook
Competition held over 4 Weeks
Facebook post promoted, R200 / week
Organic Reach: 56 560 People
Paid Reach: 82 210 people
2 225 Likes
1 687 Shares
2 194 Comments
138 770 people reached!
© Copyright Pink Lady® Apples
Jou Romeo Movie 23 December
Movie Premiere 1 December
August Competition
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Africa
• Markets identified: Kenya, Tanzania, Nigeria, Senegal
• 90% of markets informal & 10% Retail
• Rob and I visited Nairobi, Kenya last month
• Informal markets • Pink Lady® is everywhere!
• East Africa. massive market: 250 million people!
• Quality and packaging was an issue
• Licensing for East Africa from next season
• Various promotional items distributed in this market
• Pink Lady® in all retailers visited • Nakumatt, Zucchini, Tuskys, Naivas, Uchumi, Carrefour, The Corner
Shop, Fruity Fruits
• More detailed retail market activities planned for next
season
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Africa, Nairobi
The Corner Shop
Street Market
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Africa, Nairobi
Zucchini
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Africa, Nairobi
Uchumi
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Africa, Nigeria
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Africa POS Material
• 2 750 Cricket hats
• 1 000 t-shirts
• 400 wobblers
• 1 570 caps
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Islands
• Rob visited Mauritius in February
• Importer licenses issued in Mauritius and Reunion
1/3 Hotels; 1/3 informal & 1/3 Retail
• Did not receive adequate stock for this season
• Quality issues
• Stricter licensing enforcement from next year
European and South African supply
• Various French promotional items
purchased from Pink Lady® Europe for this market
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Islands POS Material
750 x bunting
650 bin wraps
1 100 wobblers
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Islands Apron and T-Shirt Designs
860 t-shirts
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Islands
In stores
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Conclusion • Its been a good year for Pink Lady®
• Colour not the best, Rosy Glow plantings must be
accelerated
BUT
• Increased inspections
• Africa is excited about Pink Lady® - They want high
quality (meaning 40%) fruit and they want the
correct packaging
• Licensing the islands
• Looking ahead
• Focus on quality inspections specifically Africa
• Better manage supply of fruit going into the African
market
© Copyright Pink Lady® Apples