Jazz apples have surpassed £25 million at retail level for the first time and its backers are now gunning for a £50m target.
The figures were released by Worldwide Fruit as this season’s UK Jazz apples are set to hit the shops in a matter of days for the year ending 31 October 2010.
This season’s crop at similar levels to last year but the company is already confident that the £25 million milestone is still only the beginning of the apple’s rise to prominence.
Jazz Apples commercial manager Gary Harrison said: “It is great to see the £25 million milestone reached and it proves what a fantastic variety it is for consumers and growers but there is still a lot more to come. The volume of Jazz apples is continuing to increase year on year and with awareness of the variety increasing all the time, we are confident it won’t be long before the £50 million target is in our reach.”
To celebrate the start of the British Jazz apple season, the Jazz team will once again be sampling at the BBC Good Food Show in Birmingham running from 24 -28 November. The stand will include an interactive apple quiz with a host of Jazz growers also on hand to talk to consumers.
Harrison adds: “The BBC Good Food show is the perfect platform to launch the British Jazz season. The footfall is fantastic and it’s great that our growers are there to talk directly to consumers about this special apple and shout about its British provenance.”
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