An International Favorite
On May 28, 1996, Brandt’s Fruit Trees, Inc. was given registration in the United States for the trade name Pink Lady® and therefore made history as the first branded apple to become a mainstay in the produce industry.
In the year 1999, Brandt’s Fruit Trees, Inc. found it appropriate to grant Pink Lady USA, LLC (later to become Pink Lady America, LLC) the exclusive rights to use the Pink Lady® trademark and logo with promotional and advertising products. Such licensing was necessary due to the increased demand for Pink Lady® branded apples and secondary products such as juice, apple chips, and apple slices. Pink Lady America has since been additionally tasked with the administration of import and export licenses for Pink Lady® branded products as well as the invoicing for such shipments.
The Pink Lady® trade name was originally developed and implemented to use with the Cripps Pink cv. Now the trade name covers a number of selections that originated from the Cripps Pink cv. and have passed the test of the brand promise and met the rigorous standards required to use the Pink Lady® name. The selections include:
- Cripps Pink cv. (the original and the improved selection known as Rosy Glow outside of the U.S.)
- Ruby Pink cv.
- PLMAS98 (Maslin) cv.
- PLBARB1 (Barnsby) cv.
- PLFOG99 (Pinkebelle) cv.
Today, the Pink Lady® brand has become an international favorite and is sold in thousands of retail food stores. Pink Lady® brand sales and market share have been monitored, and public outreach has become part of the brand strategy. Through consumer surveys and focus groups, Pink Lady America was able to determine Pink Lady®’s brand dominance in the market over the varietal name Cripps Pink. In fact, our survey showed that 82.6% of people in the U.S. would rather buy Pink Lady® brand apples over Cripps Pink.
Pink Lady America has joined with The Produce Moms in order to further promote the Pink Lady® brand and its brand promise throughout the produce industry. The Produce Moms is a signature partner of Kroger as well as a close affiliate of Wal-Mart with a following of more than 12,000 individuals on social media sites. Together, Pink Lady America, the Produce Moms™, and the many Pink Lady® licensees are working hard to provide the ultimate value to both the grower and the consumer and will keep the Pink Lady® brand a household name for years to come.