 
Pink Lady promotions at street markets
GFI and Sopexa start marketing partnership
The association of German Wholesale Markets, GFI, and Sopexa Deutschland – the communication and promotions agency hired by the Association Pink Lady ® Europe or APLE - are to embark on a new marketing partnership. From 5 to 14 February some 50 Pink Lady promotions will be held simultaneously at street markets in Berlin, Bremen, Cologne, Düsseldorf, Duisburg, Frankfurt, Karlsruhe, Mannheim and Munich.
Talking about the plans Julien Droubay, head of Sopexa Deutschland’s food division, says, “We are glad that in GFI we have found a single point of contact for the apple promotions. Street markets serve quality-conscious customers and offer an advertising environment that stands for a good shopping experience and people who know their products. This is exactly the right environment to convince customers that Pink Lady ® is excellent in quality and taste.”
GFI is responsible for overall planning and coordination of the promotions. The local GFI wholesale market in each of the nine cities will plan the details of the campaign and how the marketing partner is to be presented locally.
Uwe Kluge, the GFI board member responsible for marketing, is pleased to see that the fresh produce network is becoming increasingly popular with independent specialist traders. “For our partners and their brand we organize the sales channel that involves street markets, greengrocers and covered markets. Increasing numbers of producers and marketers appreciate how the market traders compete to offer top quality, a practice that rewards added value and so benefits the consumer.”
About Pink Lady. Pink Lady ® was first grown in Australia and is a cross between Lady William’s and Golden Delicious. In 1995 French fruit growers started cultivating the apple in Europe. Pink Lady ® apples for sale in winter are now grown in France, Italy and Spain. Pink Lady ® is an apple with character; a pink heart is the brand symbol. Its two-tone skin is most attractive, with glowing pink set against a greenish yellow coloured background. The peel is firm and crisp. Pink Lady has a sweet yet tangy taste, with intensive notes of vanilla and forest berries. The apple is suitable for cooking but also tastes excellent when eaten raw.
About Sopexa. Sopexa is communications and promotions agency specializing in food. For more than 40 years it has been active in increasing global awareness of French and European foodstuffs, building their image and promoting sales. One core skill at Sopexa Deutschland is to produce market analyses regarding the optimal placement of products, another is to aim communication and sales promotions at the desired target groups.
About GFI German Wholesale Markets. GFI German Wholesale Markets was founded in 2000 and represents the interests of Germany’s 18 major wholesale markets. GFI is the central point of contact for national and international growers seeking to market their produce through quality, independent food retail channels. GFI offers its members a forum for the structured exchange of information and insights on ways to market wholesale markets; it also offers public platforms such as a joint stand at the Fruit Logistica and its own website, www.grossmaerkte.org
About German Wholesale Markets. These fresh produce centres guarantee a wide variety of top quality fresh produce, especially fruit and vegetables. At these central, urban trading platforms around 2,600 small and medium sized wholesalers, importers and growers supply fresh produce from the region and all over the world to more than 53,000 customers in the specialist, independent food retail business such as greengrocer shops and street markets and to large-scale caterers and top restaurant chefs. Annual turnover of goods is around 7.4 million tonnes with a total value of roughly 9.8 billion euros. Germany’s wholesale markets thus ensure the availability of good, nutritious food for around 100 million consumers in Germany and neighbouring European countries.
Info Service
 Report in Eurofruit Magazine March 2008 |
