APAL recently commissioned and received a research report focused on quality and the impact on price-value for apples and pears in Australia, and specifically Australian supermarkets. A key directive of the Apple & Pear industry strategy for growers to transition to branded varieties to partially overcome our challenges with high costs of production, was validated by the research’s finding that consumer perception of the fruit is a low price commodity of inconsistent quality. APAL’s access to new pear varieties out of the Tatura Breeding Program provides an opportunity to commercialise new brands for Australian Industry and help deliver this strategy. The first of these varieties is ANP-0131 (previously known as Deliza). The pear has some great appearance and taste qualities, however to lift it above current category perceptions, APAL has developed an unconventional strategy for the brand focussed on breaking category norms and creating a distinctive position not just within pears but distinctive for all fruit. Regaining lapsed pear buyers or convincing low end buyers to trade up to a better pear requires some bravery, and we hope our new brand delivers on this promise.
Craig is the Head of Group Brands and Regional GM Asia & Americas for APAL. Currently his largest remit is as Global Manager of the Pink Lady Brand with responsibility of working across multiple country markets to improve the value of the brand and returns to growers. Craig is currently using his experience with Pink Lady and a background in FMCG to develop new IP assets such as Trademarks and Brands which the Australian Industry can leverage in export markets. Having led the development of the Bravo brand on behalf of the West Australian industry, his new projects consist of brand strategy for a range of new Australian Apple and Pear varieties.