APAL has been driving the global development of the Pink Lady brand since the mid 1990s. The Pink Lady brand has achieved retail sales in excess of AU $1.5 billion dollars – making it one of the world’s most successful examples of the commercialisation of intellectual property in the fresh produce industry.
APAL licenses the right to use the trade marks to master licensees in major production and sales territories. In turn, master licensees issue licences to importers, exporters and other entities to use the trade marks. Disciplined trade ensures the brand value is maintained. Licence holders pay royalties, which cover management of the trade mark – including auditing of fruit quality, branding, brand promotion and protecting the trade mark against illegal use. The Pink Lady brand is supported by a large international group who work together to create Pink Lady™ apples as a product that is “so much more than an apple”™.