Worldwide Fruit has stepped up its UK production of Jazz following the success of the branded apple with consumers.
Initial commercial results from the as yet limited English volumes of Jazz have prompted the marketer to accelerate its growers’ full-scale production programmes.
WWF holds the exclusive UK rights for the bi-coloured Braeburn/Gala hybrid from Enza in New Zealand. Dr Drew Reynolds, WWF’s technical director, said: “The original UK plan was to plant 200,000 trees over two years. Now, the entire allocation is being staked out on specially selected sites across Kent, Essex and the West Country.”
Reynolds said the operation represents the largest single-variety planting the UK industry has experienced for many years, accounting for some 200 acres, of which about a third is on new land.
WWF’s confidence is based on monitoring consumer reaction to New Zealand-grown Jazz, which has been exported to the UK in the summer over the last three years, and more recently backed by complementary northern-hemisphere fruit from France, grown in the Loire and Rhone valleys.
“Jazz has already been accepted as a premium-priced variety by several multiples and been retailing at similar levels to Pink Lady,” said Reynolds. “Because of the scale of the UK investment we will have fruit next year, and be in commercial quantities by 2008.”
The largest producer of Jazz will be Kent grower Paul Mansfield, with his production at Home Farm, Chislet, representing a quarter of the total project. He has invested almost £1 million into growing the fruit.
No comments yet