Pink Lady USA®

Messages we create and distribute to our network of food media contacts can increase product awareness

Pink Lady is a new-to-the-US apple variety with many benefits. To help the Pink Lady USA® growers create awareness of their apple we partnered with Clabber Girl baking powder and created a full page newspaper release. The result – editors of 135 papers in 36 states, with circulation of 9 million, used the release, with an equivalent ad value of $800,000.

We sent sample boxes of Pink Lady apples, along with fact sheets and a recipe leaflet, to key magazine food editors. As a result Cooking Light magazine’s October 2002 feature on apple varieties named Pink Lady as Miss Congeniality – the best apple for all ‘round eating. And Weight Watcher’s magazine featured a Pink Lady apple as the perfect snack.

We introduced Pink Lady apples to key editors at the annual conference of the International Association of Culinary Professionals. Kate, our vice-president, is pictured here (left) with the food editor of Food and Wine magazine and a California radio personality.

And we also created a recipe leaflet (pink, of course) that told the Pink Lady story and gave consumers usage tips and great recipes. This leaflet was created for wide consumer distribution through newspapers, magazines, and food shows.