Apple and Pear Australia Ltd (APAL) and Pink Lady Development hope to mimic thier success from Southeast Asia in the Middle East, identifying the market's significant growth potential for Pink Lady apple exports.

In a release, APAL highlighted one million metric tons (MT) of apples were consumed within the Middle East each year with the United Arab Emirates now of the world's largest re-exporting hubs.

In a release, APAL's head of commercial and brand development Craig Chester said Pink Lady apples have secured a foothold in some of the better retailers in the region, so the time was right to invest in resources on the ground to take the brand to its next level of growth.

"After a long assessment period, Pink Lady Development and APAL have chosen LucaZara to act as the licensing and market development agency based in Dubai," Chester said.

"LucaZara are headed by David O’Brien who has worked within, and for, many well respected produce businesses, as well as leading the design and build of the Al Aweer central markets in Dubai – one of the biggest import hubs for fresh produce in the Middle East.

"Last week, I spent four days bringing LucaZara on-board with our business, and visiting key players in the region to introduce our new partnership. Having this representation in the region is viewed very positively by all key players."

During the visit Chester met with representatives from key retailers Carrefour, Spinneys/Waitrose, LuLu, Choitrams, GEANT and Union Coop, as well as importers such as Fresh Fruits Co., Kibson’s, Barakat and TFC.

"At the meetings we discussed new import protocols aimed at improving quality and support for the brand within the region," he said.

"Often used as an exit strategy for low specification fruit, our first and most challenging goal is to identify and work with players within the region who are committed to growing the Pink Lady brand within the Middle East.

"The starting point will be ensuring minimum Pink Lady standards are committed to by our chosen licensed importers."

Chester said given the inherent quality of Australian fruit, there was a greater role for Australian Pink Lady apples in improving quality perceptions and growing the market.

"Over time we hope this partnership with LucaZara in the region can become a launch platform for other commercial ventures for Australian apple and pear growers," he said.

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