Jazz apples continued its awareness campaign last week by sampling at the Vitality Show at London’s Earls Court.
The four-day show attracted between 30,000 and 40,000 consumers last week.
With UK Jazz apple growers on hand to speak to consumers about the variety, more than 7,000 apples were sampled and 1,000 recipe cards given out during the four days.
Gary Harrison, commercial manager at Worldwide Fruit, said: “Our sampling activities have been a key part of our marketing strategy over the last few years, as the events provide a fantastic way of driving trial of the variety, raising consumer awareness and giving the variety some personality.
“By sampling slices of the apple, it meant that consumers were more inclined to engage with the six UK Jazz growers that were present throughout the four days.
“Eating fantastic quality fruit and talking to the men who actually grew them proved to be a winning formula. We have already seen a sales spike in Jazz sales since the event. It was our first year at the Vitality Show and the event was a great success, enabling us to reach a new demographic and a new audience. The feedback we got from consumers was terrific and it is clear that awareness of the variety is increasing all the time, as are sales.”
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