Latest News: JAZZ NOW HITTING THE HIGH NOTES, SAY WORLDWIDE FRUIT

JAZZ NOW HITTING THE HIGH NOTES, SAY WORLDWIDE FRUIT

As blossom time arrives English apple growers who have invested substantially in Jazz,  are already enthusiastic over the proven demand from supermarkets and  consumer response.

The trade marked variety derived from Royal Gala and Braeburn discovered in New Zealand,  has subsequently achieved international recognition, and is now benefiting the UK industry.

Three years ago it was planted by 20 members of  Worldwide Fruit (WFL) representing  an investment of £5 million,  the largest single varietal planting seen  for many years.  There are now 216,000 trees in orchards which spread across Kent, East Sussex, Suffolk and the West Midlands.

WWL holds the exclusive growing  and marketing rights for the UK from Enza, and the agency to sell imported Jazz from France, New Zealand, the United States and Chile. Year round continuity of supply has now been established for over 2 years thanks to careful planning and execution of sales.

With these results evaluated, Gary Harrison,  WFL's commercial manager with specific responsibility for Jazz, was able to brief UK growers for the first time and forecast overall annual volumes for the coming seasons.

"The apple appealed to WFL's major supermarket customers, Tesco, Waitrose, Marks and Spencer and Morrisons as a premium variety  because of its unique crunchy taste, high colour and ability to hold its flavour and texture after customers take it  home, " he said. " It is stored for four weeks after harvesting to enhance fruit sugars."

"In quality terms English Jazz has proved that it is as good as the imported Jazz, which is a credit to the elite grower group that we have selected. "We don't regard it as an English apple, but a truly international winner."

"Jazz growers across the world are still learning about the best methods of cultivation and sharing information to achieve this. Several of WFL members have visited orchards in New Zealand and France to further enhance their knowledge of producing the very best Jazz."

Initial reports from Caroline Ashdown, technologist at Worldwide Fruit Qualytech indicate that first year  cropped heavily with an excellent grade out producing higher than expected Class I fruit . This is considered very high at this stage. Size was in the 68/73 mm range exactly what is wanted by multiples. .

Volumes of the first  English Jazz harvested  last year reached  600 tonnes, and will now expand rapidly achieving 1,800 tonnes in 2008-2009, an estimated 5,000 tonnes by 2012.  Harrison revealed that in 2007-2008, the total  Northern Hemisphere Jazz sold in the UK reached 2,500 tonnes,of which France accounted for 1,600 tonnes, UK 600 tonnes and with  some 300 tonnes from the United States brought in to top up programmes.

"This year the overall volume will expand dramatically as more orchards increase in maturity, he added.  New Zealand is scheduled to ship 4,700 tonnes during this summer into the UK market with the first vessel arriving on May 19. This fruit will be marketed through until the end of October, and be backed by a substantial promotional campaign which includes tastings at major food events, national and regional media advertising and the sponsorship of promising young athletes.

For the winter France,which began planting earlier than the UK,  is forecasting an increase  to 4,000 tonnes of UK sizes. This approximately two thirds of present production.

Harrison says that the evidence shows that Jazz is already successfully competing other premium priced varieties. The five year overall international  projection is that Jazz will reach 18,000 tonnes by 2010.