Pink Lady® is an international apple brand with fruit grown in 15 countries and sold in more than 60 countries worldwide. Global production of Pink Lady® apples is expected to exceed 425,000 tonnes in 2018. Pink Lady® apples are at the top of the market in terms of quality and price. Only apples that meet the product specifications can be packed under this brand, resulting in consistently high quality, irrespective of where Pink Lady® apples are produced.
Apple and Pear Australia Limited (APAL) owns and manages the Pink Lady® brand for use on apples of three varieties, Cripps Pink, Rosy Glow and Lady in Red, in numerous territories worldwide. Growers who market their fruit under the Pink Lady® brand must be licensed, pay a volume-of-sales-based licensing fee and meet agreed quality standards set out in the licence agreement. APAL works closely with a strong, international network of partners who are licensed to use the brand in their territories. Referred to as Master Licensees and Territory Managers, these partners are tasked with licensing and building the Pink Lady® apple trade and promoting the brand.
The original variety, Cripps Pink, is a natural cross between Golden Delicious and Lady Williams apples developed by John Cripps through a West Australian research program in 1973. Over time, as the fruit has developed and new, naturally occurring sports have been discovered, Rosy Glow and Lady in Red have been added to the varieties approved for sale under the Pink Lady® trademark.
Once the seedling was developed and commercial test plantings were successful in Australia, the United States and Europe, steps were taken in the late 1990s to protect the brand’s intellectual property through the introduction of Cripps Pink plant breeder’s rights (PBR) and the Pink Lady® trademark.
International development of the Pink Lady® brand began in 1991 with a launch in London. This was followed by the first shipment of branded apples from Australia to the United Kingdom in 1992. European commercial apple production followed, with plantings in southern France having been established by 1995. By 1996 there were more than one million trees planted in Australia and production exceeded 10,000t. Since then production has increased rapidly in apple-producing countries around the world.
In 1999 the International Pink Lady® Alliance Ltd (IPLA) was established as a company made up of key Pink Lady® licensees to represent primary production and trading territories throughout the world.
The IPLA plays a key role in promoting a global understanding of the Pink Lady® business and is a forum for policy development in relation to the brand, enabling a disciplined and unified use of the trademark throughout the world.
In 2013 a new company, Pink Lady® Development Limited (PLD), was launched to establish new markets in emerging territories across Asia, the Middle East and South America.