SAPLA AGM 2016 - TopFruit · Magazine Advertising My Kitchen – June & July Issue (Readership: 22...

© Copyright Pink Lady® Apples

SAPLA AGM 2016

PRESENTED BY: LIZA MATTHEWS


Production – Trees planted

• 2015 Total hectares planted – 2339

Cripps Pink - 1 505 ha

Rosy Glow - 834 ha

• 2016 Estimate – 219 947 trees – 133 ha (all Rosy Glow)

• 2016 Estimates includes 10 082 Cripps Pink top worked trees

• Forecast plantings 2017 – 120 ha thereafter +- 100 ha / year

1 925 2 043 2 080

2 210 2 245 2 339

0

500

1 000

1 500

2 000

2 500

2010 2011 2012 2013 2014 2015

Hecta

re

Year

Cripps Pink / Rosy Glow hectares planted


Export per Country

5 9

11

2 2

22

9

13

41

7

45

5

63

5

16

0

46

61

19

4 0

18

2 0

46

11

10

51

2

1 6

88

37

8

29

6

12

1

0

0

4 5

11

1 5

11

1

14

29

9

3 5

16

47

0

29

43

7

0

0

4 7

16

52

6

12

9 9

41

5 6

36

45

4

24

3

35

1

0

0

0

2 000

4 000

6 000

8 000

10 000

12 000

14 000

16 000

Europe Far East Russia United Kingdom

Africa Ireland Islands Middle East

USA Canada

2013 2014 2015 2016


Export & African Territory • Islands

Management of the Islands from this season

Mauritius, Reunion, Comoros, Mayotte, Seychelles & Madagascar

2016 Mauritius 126 tons

2016 Reunion 106 tons

• Africa

Management of the rest of Africa from this season

Africa and South Africa now forms the African Territory region

Africa sales

2015 3 515 tons (for the season)

2016 5 392 tons (as at 21 October 2016)

• South Africa

Sales slow due to drought, colour & smaller sized apples

2015 2 625 tons

2016 1 528 tons


Licensing

• Islands

Mauritius: 1 x importer – SKC Surat

Reunion: 3 x importers – SKC Surat, CGF ; Faren

• Africa

Main countries by volume: Kenya, Tanzania, Nigeria & Senegal

Licensing of importers in certain territories to follow in 2017

Importers considered:

Fresh an Juici Frutella

South Lemon Fruit Box

Ghangshyam Branded Fine Foods

Fruity Fruits

• South Africa

26 x Exporters

24 x African Territory marketers (Africa and South Africa)

66 x pack houses


Quality Inspections

• Inspections on fruit and packaging, Inspections increased this year

• Inspections done in all regions of South Africa

Ceres

Grabouw

Langkloof

Stellenbosch / Somerset West

Free State (early region)

• Colour big issue this season

• Inspections to be increased for the next

season, with a focus on the early regions

as well as Africa

Highridge Market,

Nairobi, Kenya


Quality Inspections

Inspections 2016

Area Compliant Borderline Non-compliant Total visits Pack houses

Grabouw (Attie) 53 3 14 70 18

Ceres ( Neels) 100 17 14 119 11

Langkloof (Oeloff) 32 7 8 33 17

Free State (Neels) 2 2 2 5 5

Other areas (Neels) 14 4 4 21 8

TOTAL 201 33 42 248 59

Inspections 2015 124 28 22 174 30


Quality Inspections

Ceres and Other Regions

• Apart from the Free State, overall good colour standard, 40%

block colour well managed.

• Need better communication with regard to when pack houses

are packing, so that visits can be organised timeously.

• Good cooperation from all pack houses.

Grabouw Regions

• Difficult start to the season, but improved.

• Some pack houses struggled with the implementation of colour.

• Seeing Pink Lady® quality fruit in Cripps Pink cartons.

• Good cooperation from all pack houses.


Quality in Africa – The Good and the Bad


Marketing Activities

Uchumi store, Nairobi, Kenya


March – Cape Epic

Raising funds in conjunction with Tru-Cape

Pink Lady® Tru-Cape Epic team (3 years)

Sakkie Hanekom & Hannes Hanekom,

• 8 days, 800 km

• The most televised mountain bike race

in the world, broadcast to 175 countries

• Over 600 teams of two take part

36th place overall, R30 000 raised

Thanks - Tru-Cape, Die Eike Farm and

School, Pieter Graaff, Van Der Vyver

Transport, Cecilia’s Farm, Ian Walton,

Calla du Toit, Welgemeen Boerdery


March – Cape Epic

100th Stage Activation on Die Eike Farm

100th Stage Flyover Competition – WE WON!

Prize was R5000,00 of which half was donated to the Die Eike

School and half to the Tygerberg Hospital Transport Fund


SPAR Fresh Theatre Trade Show with Fruitways

– May CPT & August KZN

Thank You Fruitways!

Sharing a stand with Fruitways

Pink Lady® Apples

Competition- Lucky Draw for all orders


May – Pink Lady® New look and feel &

Season Launch

Media Launch

• Day trip to Pink Lady® Orchard, Dutoit

farm Paardekloof Ceres,

• Visit Dutoit Packhouse

• Lunch at Harvest table with a Pink Lady®

Apple Inspired Menu

• Blind Contour Drawing Artist, Ian

Sklarsky, to create personalised portraits

of our guests

Invitation Design for the Media Launch

Apple and Orchard Illustration by Ian

Sklarsky


May – Pink Lady® Season Launch

The Pink Lady® Facebook Page was promoted on Facebook during this time

and our Facebook followers grew from 6.5K to 10.2K followers!

To date we are at 20 868 Facebook followers


May – Pink Lady® Season Launch


May& September – KYKnet Groot Ontbyt, Groot FM and Tygerberg Radio Feature

With freelance food consultant, Heleen Meyer

Feature, kosblikkie (Lunch Box) idees 16 – 29 May:

1 x TV Insert per week with Heleen Meyer on Groot

Ontbyt on Kyknet (2nd most popular channel on DSTV)

for 2 weeks

6 x Radio Inserts per week on Groot FM and Radio

Tygerberg for 2 weeks


May & June – Mall Activations

Canal Walk

Centurion Mall

Fourways Mall

In malls with both Woolworths and Pick ‘n Pay stores

Pink Lady® pop-up stand

Branded Promoters – tasting apples / apple information

Interactive Social Media Competition


May & June – Mall Activations


May & June – Mall Activations social media

competition – Boosted FB Post

Facebook post was

boosted/promoted

770 Likes

19 Shares

15108 people reached!


June – Annual Pink Lady® Drakenstein

Canoe Race


Magazine Advertising

My Kitchen – June & July Issue

(Readership: 22 000)

TASTE – June Issue


Fresh Living – June/July & August Issue


Rooi Rose – August Issue


Yuppiechef Table – June/July/August Issue



Magazine Adverts

TASTE Advert Artwork Rooi Rose Advert Artwork

Apple and

Orchard

Illustration by

Ian Sklarsky


July & August – Facebook - Recipe Videos

4 Recipe Videos, created by Heleen Meyer

Co-Branded with Le Creuset

Videos supported August Women’s Month Competitions

• Utensils / gadgets used in videos, photographed up close

• People to guess what the gadget is

• Competition hint- watch video for clue

• 3 weeks, weekly winner, R1000 Le Creuset Voucher

• All entries goes into the draw for bonus prize;

Spa Voucher at Camelot Spa


August – Month Competition– Facebook

Competition held over 4 Weeks

Facebook post promoted, R200 / week

Organic Reach: 56 560 People

Paid Reach: 82 210 people

2 225 Likes

1 687 Shares

2 194 Comments

138 770 people reached!


Jou Romeo Movie 23 December

Movie Premiere 1 December

August Competition


Africa

• Markets identified: Kenya, Tanzania, Nigeria, Senegal

• 90% of markets informal & 10% Retail

• Rob and I visited Nairobi, Kenya last month

• Informal markets • Pink Lady® is everywhere!

• East Africa. massive market: 250 million people!

• Quality and packaging was an issue

• Licensing for East Africa from next season

• Various promotional items distributed in this market

• Pink Lady® in all retailers visited • Nakumatt, Zucchini, Tuskys, Naivas, Uchumi, Carrefour, The Corner

Shop, Fruity Fruits

• More detailed retail market activities planned for next

season


Africa, Nairobi

The Corner Shop

Street Market


Africa, Nairobi

Zucchini


Africa, Nairobi

Uchumi


Africa, Nigeria


Africa POS Material

• 2 750 Cricket hats

• 1 000 t-shirts

• 400 wobblers

• 1 570 caps


Islands

• Rob visited Mauritius in February

• Importer licenses issued in Mauritius and Reunion

1/3 Hotels; 1/3 informal & 1/3 Retail

• Did not receive adequate stock for this season

• Quality issues

• Stricter licensing enforcement from next year

European and South African supply

• Various French promotional items

purchased from Pink Lady® Europe for this market


Islands POS Material

750 x bunting

650 bin wraps

1 100 wobblers


Islands Apron and T-Shirt Designs

860 t-shirts


Islands

In stores


Conclusion • Its been a good year for Pink Lady®

• Colour not the best, Rosy Glow plantings must be

accelerated

BUT

• Increased inspections

• Africa is excited about Pink Lady® - They want high

quality (meaning 40%) fruit and they want the

correct packaging

• Licensing the islands

• Looking ahead

• Focus on quality inspections specifically Africa

• Better manage supply of fruit going into the African

market

SAPLA AGM 2016 - TopFruit · Magazine Advertising My Kitchen – June & July Issue (Readership: 22...

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Transcript of SAPLA AGM 2016 - TopFruit · Magazine Advertising My Kitchen – June & July Issue (Readership: 22...