Worldwide Fruit has officially launched a new apple variety from Enza called Jazz, and aims to create a £25 million brand in its first five years.
The apple has been developed by Horticulture Research New Zealand and is a Royal Gala/Braeburn cross.
Rob Mears, ceo at Worldwide Fruit, said: “The 1970s saw the emergence of Royal Gala, the 1980s saw Braeburn, the 1990s saw Pink Lady and we are sure the first decade of the new millennium will be for Jazz. In early research carried out on Jazz, it came out first for appearance and taste and 83 per cent of consumers surveyed have said they will buy it.”
In a bid to create the £25m brand, Enza will be planting a total of 2.84 million trees worldwide. Mears added: “We want to re-energise the UK apple market and over time we want to build 12-month availability and maximise opportunities for UK growers.”
Twenty-nine UK growers have been contracted to grow Jazz, spreading from West Country across Kent and East Anglia. Marketing director Steve Maxwell said: “Between October 2005 and 2006, 215,000 trees will be planted. This will be the largest ever UK planting programme.”
The apple will appear in all the major retailers and there will be huge in-store tasting campaigns over 250 days, including a competition to win a trip to the US jazz capital New Orleans.
Mears concluded: “This will be the world’s largest single variety planting programme and from a commercial perspective it will be exclusive to Worldwide Fruit.”
No comments yet