Welcome to the Pink Lady Australia Limited website
The Pink Lady Australia export program has been an Australian success story which has coordinated increasing volumes of Australian Pink Ladytm and Sundownertm apples to overseas export markets. This website aims to provide more information to all participants in the Pink Lady Australia program from growers to exporters to importers and retailers.

So who is Pink Lady Australia Limited?
Pink Lady Australia Limited was established in 1999 with the aim of promoting Australian Pink Ladytm and Sundownertm apples. It is a joint initiative of Australian Fresh Fruit Company (AFFCO) and Apple and Pear Australia (APAL), which is managed by AFFCO responsible to a Board appointed by the grower members, APAL and AFFCO.  The structure results in strong linkages between PLA Limited growers, partners, exporters and importers, and increases the level of industry support and investment.
 
What does Pink Lady Australia Limited do?
Pink Lady Australia Limited (PLA) carries out a number of functions:

1) Promotion: PLA promotes Australian Pink Ladytm and Sundownertm apples, grown in approx. 16 apple growing regions from the south west of WA to the south of Tasmania. It uses funds from its growers, exporters and Horticulture Australia to carry out promotions. Promotions are organised in conjunction with the importers and retailers.

2) Product coordination: PLA coordinates the exports of Australian Pink Ladytm and Sundownertm through the services of the Market Development Manager and coordinator for AFFCO and Pink Lady Australia Limited. This service aims to coordinate the movement of product so that customers better receive product when they want and in the right  condition.

3) Technical coordination: PLA initiates technical research to improve the quality of Australian Pink Ladytm and Sundownertm apples. An example of this has been the initiation of a major research project into an occasional disorder called "internal browning"; this project has linked researchers in four different countries to better develop solutions which will ensure ongoing consumer satisfaction.

4) Communication: PLA communicates its activities through:
  a) Personal market visits
  b) Regular e-mail updates
  c) A monthly column in the Australian Fruit Grower magazine
  d) Regional visits to each exporting region

5) International cooperation: PLA is a member of the International Pink Lady Alliance (IPLA), which was established to help promote the Pink Ladytm apples internationally. The group aims to improve technical exchange with the aim of improving the eating experience for our customers and helps promote joint market development and brand development..
 
If you require more information on PLA please contact Andrew Dick on 03 5420 7444 or e-mail andrewd@affco.com.au