In a meeting in London several years ago, representatives of the world’s key Pink Lady® production areas met to form the International Pink Lady® Alliance or the "IPLA".
The IPLA has evolved into a marketing model gaining a great deal of international attention. This is happening just as this apple is generating very impressive product movement in most major markets and at solid pricing levels.
At the center of the IPLA’s effort is the Flowing Heart™ logo which is the one with the kangaroo. The fruit wearing this logo is part of this program as it operates in Europe, South Africa, North America, South America, Australia and New Zealand. Together, the IPLA has established strictly enforced uniform quality and packaging standards. The objective here is to have uniformity in these standards on an international basis and to have the fruit available from Northern and Southern Hemisphere sources year round.
Another facet of the IPLA program is the generation of a multi-faceted promotional effort. Here the goal is to develop a program that uses common elements reflecting regional differences. This way, the expense of creating new elements will be held down.
