the vision for pink lady ® apples: best practice technical symposium pink lady® apples ©...
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The vision for PINK LADY® apples:
Best practice technical symposium
Pink Lady® Apples © Copyright 2008
The issues we need to addressTuesday 2nd of June
Renaud Pierson
General ManagerSTAR FRUITS Diffusion - Europe
THE ISSUES WE NEED TO ADDRESS
PINK LADY® apple position in Europe:A significant business
A high recognition by consumers
What the market expects:The right quality
For the right quantity
With the right product
At the correct moment
With the correct branding
Conclusion
THE ISSUES WE NEED TO ADDRESS
PINK LADY® apple position in Europe:A significant business
A high recognition by consumers
PINK LADY®, a very significant value in the European apple supply
A constant growing business for European and Southern
Hemisphere suppliers
While importation of apples in the EU decline,
One apple every 5 apples imported into the
EU was a PINK LADY® apple in 2014.
PINK LADY®, a very significant value in the European apple supply
A serious value of more than M€ 350 in 2014/2015,
… but, a very high responsibility for all program participants in the supply chain,
from individual Growers to authorized Distributors
PINK LADY®, THE MOST POPULAR BRAND
GERMANY
DENMARK
With just 15 years of presence in the market and less than 5% market share
Which means a high quality expectation from the consumers...
2013
results
THE ISSUES WE NEED TO ADDRESS
What the market expects:The right quality
For the right quantity
With the right product
At the correct moment
With the correct branding
What the market expects:
The right quality product
• PINK LADY® apples must comply with brand specifications and, before all, effectively meet final customers expectations
• The high difference in retail prices with other apples and stone fruits, makes compulsory the irreproachable quality of PINK LADY®: Example:
3,69 -4,00 €/kg in France
2,49-2,99 € - 6 fruits foodtainers in Germany
1/3
Management of the shelf• Self service distribution at
retailers level• High competition of fruits• Slow turnover of products• Deterioration of product with
summer temperatures
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What the market expects:
The right quality product2/3
Consequences•Consumers choose the best looking fruits. •Concentration of fruits with defects and low colour
Why opting for R4 blush ?
Why not waxing for some markets (Europe & UK notably)?
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What the market expects:
The right quality product
Result from a consumer survey:• Location: Denmark, France, Germany and Thailand• R4 looks to be the best compromise to achieve a threshold of 50 %
satisfaction of the consumers interviewed, without increasing the minimum coloration. Wax creates rejection in Europe
France Germany Denmark Thailand
Intensity R4 R4 R4 R7 (R6 if waxed)
Surface 60% 40% 40% 60%
Lustring / Wax = / - - / - - / - = / +
3/3
A market caped at 3.000 / 3.500 tons per weeks
What the market expects:
For the right quantity
The market looks to have “natural limits” (competition with summer fruits, retail price, longer presence in May/June in the future of European PINK LADY®, …)
But opportunities to grow still exist:
1- With high quality fruits in the shops => better selection & supply management2- At the end of the SH season from mid of August => long storage practices
What the market expects:
With the right product
« Ideal » average size per market
Fruit size (number of fruits per 18 kg boxes)
Market importance(% of sales)
Tree management and shipping strategies according to fruit size must consider the markets targeted and… markets capacities.
Important time lag between shipping by exporters and market needs and capacities
What the market expects:
At the right moment
1- Fruits must be shipped according to sales programs
2- Storage at source is always better than in “logistic” cool store at the arrival
3- First pick is always better for long storage(VS “First picked / first shipped” or “Pick, pack and ship” policies)
4- Fruits sold after August 1st must come from CA storage
What the market expects:
With the correct branding
The packaging is the support of the brand and the best vehicle to promote the product and to facilitate buyers and
consumers instant recognition.
Conclusion:
Hope those two days will help you to better design your strategies from planting the correct trees, to shipping the right quality product.
Wish you a fruitful symposium.
Pink Lady® Apples © Copyright
Thank you for your attention
Pink Lady® Apples © Copyright 2008