For over 20 years, members of the Pink Lady® Europe branch have been building a relationship of trust with their customers day by day, with the promise of a unique apple sustainably produced by passionate growers.
The sustainability goal that drives the branch is now expanding, with the development of a commitments charter, guided by four major goals: environment, local development, progress for growers and customer relationships.
The latter is especially in the spotlight with two store initiatives that are commencing in Europe: Adopt A Tree and Bee Pink.
For several years, Pink Lady® Europe has been nurturing its relationship with stores and customers by proposing activities that go beyond promotion to add meaning, value, and education.
Bee Pink
The Bee Pink initiative, part of the bee conservation awareness programme, will commence again in the spring of this year in Germany and Sweden, in partnership with local beekeeping associations.
The purchase of Pink Lady® apples at 500 Kaufland hypermarkets and ICA stores will enable customers to sponsor a beehive.
They can also win jars of honey and access a wealth of information on bee conservation and beehives via a monthly newsletter.
The company plans to set up seven Bee Pink hives and add stickers in the colours of the initiative to nearly 4.5 million apples for one month.
Adopt a Tree
Building on its success last season, the Adopt a Tree initiative has been rolled out in five countries.
French, German, Italian, Norwegian and Danish customers, influencers and store employees will be able to sponsor a Pink Lady® tree in the orchard of their choice in France or Italy.
Sponsors will regularly receive news about their tree, the grower and the orchard and also get a chance to harvest their apples next fall.
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