Bruno Bertheloz, the President of Pink Lady Apples Europe, recently announced an ambitious initiative aimed at significantly increasing the consumption of Pink Lady apples. His goal is to have 100 million people enjoying these premium apples by the year 2030, targeting an impressive two billion apples consumed annually. This bold objective was unveiled during the prestigious FRUIT LOGISTICA event, a key gathering in the global fruit and vegetable industry.

Bertheloz identified several key markets crucial for achieving this goal, including Germany, the United Kingdom, France, and Italy. Notably, in 2024, over 70 million consumers in Europe are projected to enjoy Pink Lady apples, with sales having increased by 4% compared to the previous year. This positive trend reflects the growing popularity of the brand and its products across the continent.

“Pink Lady is more than just an apple,” Bertheloz stated emphatically. “We are shaping the future of fruit growing and marketing. Our strength comes from deep-rooted values: responsibility, fairness, teamwork, shared expertise, and unwavering commitment. As a network, we are securing the future of our businesses and apple cultivation in Europe.”

The strategic framework of Pink Lady Apples is built upon three essential pillars. First, there is a commitment to better understanding consumer preferences and behaviors, which is vital for tailoring marketing strategies and product offerings. Second, the brand aims to enhance production methods in response to the challenges posed by climate change. This includes the development of innovative technological tools, investing in reliable climate data, and implementing advanced monitoring technologies to ensure sustainable cultivation practices. Third, fostering collaboration among growers, researchers, and industry stakeholders is crucial for driving innovation and maintaining the high standards associated with Pink Lady apples.

“Since Pink Lady pioneered the concept of club varieties, we have seen ourselves as ambassadors for apple growers and consumers,” Bertheloz emphasized. “Our commitment to continuous innovation and our strong community ensures fair income for growers while delivering healthy, high-quality, and environmentally friendly apples to consumers.”

The initiative to boost consumption by 2030 is not merely about increasing sales figures; it is also about promoting a lifestyle choice centered on health and sustainability. Pink Lady apples are known for their distinctive taste, crisp texture, and vibrant color, making them a popular choice among health-conscious consumers. The brand’s emphasis on quality and environmental responsibility resonates with modern consumers who are increasingly mindful of their food choices.

Market Trends and Consumer Insights

As the demand for healthy snacks grows, the apple market has seen a notable shift. Consumers are more inclined to seek out products that align with their values, including sustainability, quality, and transparency. Pink Lady Apples has positioned itself effectively within this evolving landscape by prioritizing these aspects in its branding and operations. The company’s efforts to engage with consumers through various channels, including digital marketing and social media, have also contributed to its strong market presence.

Furthermore, the emphasis on collaboration and community extends beyond just the consumer base. By working closely with apple growers, Pink Lady Apples ensures that they are equipped with the necessary resources and knowledge to thrive in an increasingly competitive market. This not only benefits the growers but also guarantees that consumers receive the best quality apples available. The brand’s dedication to fair practices and support for local farmers reinforces its commitment to sustainability and ethical sourcing.

Looking Ahead

As Pink Lady Apples embarks on this ambitious journey toward its 2030 goals, the company remains focused on innovation and adaptability. The challenges posed by climate change are significant, but the strategic initiatives in place aim to mitigate risks and enhance resilience in production. By leveraging technology and fostering a culture of cooperation, Pink Lady Apples is well-positioned to navigate the complexities of the modern agricultural landscape.

In conclusion, Bruno Bertheloz’s vision for Pink Lady Apples represents a significant step forward in the fruit industry. With a clear focus on consumer needs, sustainable practices, and innovation, the brand is poised to make a lasting impact on the global apple market. As the company strives to reach its ambitious goal of 100 million consumers by 2030, it stands as a testament to the power of collaboration and commitment to quality in driving positive change within the industry.

Subscribe to our newsletter