Alliance formed to strengthen the global reach of Pink Lady brand

Apple and Pear Australia Limited (APAL), Brandt's Fruit Trees (BFT) and Pink Lady America (PLA) have announced a commercial agreement between the parties to develop trade between the US/Mexico and the broader global Pink Lady network.

The agreement establishes APAL as the exclusive Master Licensee for trade to and from the US and Mexico and as the Manager, Administrator and Licensor of all commercial activities to give effect to trade between US/Mexico and the global Pink Lady network.

The commercial agreement combines the interests, capability and capacity of the respective parties and provides a wonderful opportunity for the Pink Lady brand to leverage and build on its current position as the world's most popular fresh produce brand.

Lynnell Brandt, President and Founder of Brandt's Fruit Trees and President of Pink Lady America, was quoted as saying "we are very excited as to this opportunity to more effectively build the brand globally by working together. This will be beneficial to all stakeholders in the chain of offering Pink Lady brand apples to the consumers everywhere possible".

Phil Turnbull, the Chief Executive Officer of Apple and Pear Australia Limited (APAL) was quoted as saying "this agreement aligns our commercial goals for the benefit of the entire Pink Lady network and lays the foundations for future success with a framework that provides clarity for market development and brand growth".

The agreement gives strength to the total Pink Lady network by completing a fully integrated and linked global network.

Andrew Hooke, APAL Chief Operations Officer was quoted as saying 'this is a very exciting and significant step for our respective organisations and for the broader Pink Lady global network. This brings about alignment across the globe and wonderful commercial opportunities for all concerned".

Apple and Pear Australia Limited (APAL) domiciled in Melbourne, Australia is the owner of the Pink Lady brand outside of the United States and Mexico and currently licenses over three hundred exporters worldwide and manages its Trade Marks and Licensing business in over ninety countries.

Brandt's Fruit Trees has been a leading grower, marketer and packer of fruit and fruit trees in the United States for over eighty years, and are the owner of the Pink Lady Trademark in the Unites States and Mexico.

Pink Lady America is the organisation established and exclusively licensed by Brandt's Fruit Trees to manage and market Pink Lady branded apples in the US and Mexico.

Source: Fresh Plaza

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