The trade marked apple Jazz is set to become a £25 million retail brand in the next five years claimed Rob Mears, chief executive of Worldwide Fruit.
Following successful trials in Kent, 29 English WWF group growers will invest more than £1m on a 215,000 tree planting programme, starting in the autumn of this year.
“It’s the biggest single operation ever seen in the UK,” said Mears. The apple is a New Zealand bred Gala/Braeburn cross registered to ENZA.
Jazz availability will become year round thanks to this move as well as increasing volumes from New Zealand, following a planting programme that saw
tree numbers doubled from 200,000, and French fruit from the Loire Valley.
Initially UK fruit will represent some 5% of annual sales, but as orchards mature this will increase to 35%.
A planting programme has also begun in the United States, although because production is controlled and sold through ENZA and its agents this fruit will not be coming to the UK.
The apple, which has bright orange-red stripes over a yellow background, has a season which lasts from late September until May. It has already won accolades from the trade for its taste and shelf life.
Mears said that WWF would be investing a six figure promotional budget including 250 days of store tastings as well as a media campaign.
Tesco, Sainsbury,Waitrose, M& S, Morrison, Safeway and Booths will all be stocking Jazz at prices based on £2.49 for a prepack.
David Shapley
Following successful trials in Kent, 29 English WWF group growers will invest more than £1m on a 215,000 tree planting programme, starting in the autumn of this year.
“It’s the biggest single operation ever seen in the UK,” said Mears. The apple is a New Zealand bred Gala/Braeburn cross registered to ENZA.
Jazz availability will become year round thanks to this move as well as increasing volumes from New Zealand, following a planting programme that saw
tree numbers doubled from 200,000, and French fruit from the Loire Valley.
Initially UK fruit will represent some 5% of annual sales, but as orchards mature this will increase to 35%.
A planting programme has also begun in the United States, although because production is controlled and sold through ENZA and its agents this fruit will not be coming to the UK.
The apple, which has bright orange-red stripes over a yellow background, has a season which lasts from late September until May. It has already won accolades from the trade for its taste and shelf life.
Mears said that WWF would be investing a six figure promotional budget including 250 days of store tastings as well as a media campaign.
Tesco, Sainsbury,Waitrose, M& S, Morrison, Safeway and Booths will all be stocking Jazz at prices based on £2.49 for a prepack.
David Shapley
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