Oppenheimer launches 'jazzy' site for hip apple
Oppenheimer launches 'jazzy' site for hip apple
The Enza Jazz apple is center stage once again in a groovy new web site, launched recently by The Oppenheimer Group.
"With all the buzz surrounding the popular Jazz apple, it was time to provide a web-based information platform for consumers, the trade and the media," David Nelley, pipfruit category director for Vancouver, BC-based Oppenheimer, said in a release. "Our own web site [OppyProduce.com] was overwhelmed with feedback and questions about the variety, so we decided we needed a dedicated on-line resource for Jazz."
The new site can be viewed at www.jazzapple.com.
"Last year, we developed the 'pure apple groove' campaign to promote Jazz apples from both New Zealand and Washington state," Mr. Nelley said. "This promotion and the graphics translated well into a fun page concept, playing on the variety name."
Visitors to the site home page are greeted with a silhouette of a trumpet player in block-print style, vibrant red against lime green. Similar block-print apples float up from the musician's horn, drawing attention to the drop-down menus at the top of the page -- all framed in the signature navy blue and red Jazz packaging graphics.
Users are invited to "Come experience the pure apple groove of Jazz - an effervescent, funky fusion of tangy sweetness, sure to make your taste buds move to the groove."
While quick links lead to variety and purchasing details, the full menus bring visitors to more in-depth information on nutrition, recipes, selection and storage, and grower profiles. Merchandising tips and packaging options are highlighted for retailers, along with a news section for media and the latest details about special events.
"In its third year of commercialization and with demand high, Jazz is available just a few months out of the year," said Mr. Nelley. "But over time, as trees in both hemispheres mature, we will grow to have Jazz year-round for North America. With just the right snap, the taste of tangy-sweetness and a long shelf life, Jazz is winning new consumers around the world, and the site will help spread the word."
In fact, demand for the Jazz apple has been so strong that The Oppenheimer Group is already 95 percent sold out of Washington-grown supply. Concurrently, its cousin, the crisp Enza Pacific Rose, is riding its own "sweet apple wave" with promotable volumes available through March.
"Several customers have seized on 'Roses for Valentine's Day' themed ads, and with its pink-red coloring and sweet flavor, it really is rose-like," Mr. Nelley said of the Pacific Rose variety. "One retailer in Hawaii is even running a 'surfer theme' ad, inspired by the new 'sweet apple wave' point-of-sale concept featuring a surfer girl image."
Mr. Nelley concluded, "Jazz and Pacific Rose are two promising additions that will help boost apple category sales based on taste."
"With all the buzz surrounding the popular Jazz apple, it was time to provide a web-based information platform for consumers, the trade and the media," David Nelley, pipfruit category director for Vancouver, BC-based Oppenheimer, said in a release. "Our own web site [OppyProduce.com] was overwhelmed with feedback and questions about the variety, so we decided we needed a dedicated on-line resource for Jazz."
The new site can be viewed at www.jazzapple.com.
"Last year, we developed the 'pure apple groove' campaign to promote Jazz apples from both New Zealand and Washington state," Mr. Nelley said. "This promotion and the graphics translated well into a fun page concept, playing on the variety name."
Visitors to the site home page are greeted with a silhouette of a trumpet player in block-print style, vibrant red against lime green. Similar block-print apples float up from the musician's horn, drawing attention to the drop-down menus at the top of the page -- all framed in the signature navy blue and red Jazz packaging graphics.
Users are invited to "Come experience the pure apple groove of Jazz - an effervescent, funky fusion of tangy sweetness, sure to make your taste buds move to the groove."
While quick links lead to variety and purchasing details, the full menus bring visitors to more in-depth information on nutrition, recipes, selection and storage, and grower profiles. Merchandising tips and packaging options are highlighted for retailers, along with a news section for media and the latest details about special events.
"In its third year of commercialization and with demand high, Jazz is available just a few months out of the year," said Mr. Nelley. "But over time, as trees in both hemispheres mature, we will grow to have Jazz year-round for North America. With just the right snap, the taste of tangy-sweetness and a long shelf life, Jazz is winning new consumers around the world, and the site will help spread the word."
In fact, demand for the Jazz apple has been so strong that The Oppenheimer Group is already 95 percent sold out of Washington-grown supply. Concurrently, its cousin, the crisp Enza Pacific Rose, is riding its own "sweet apple wave" with promotable volumes available through March.
"Several customers have seized on 'Roses for Valentine's Day' themed ads, and with its pink-red coloring and sweet flavor, it really is rose-like," Mr. Nelley said of the Pacific Rose variety. "One retailer in Hawaii is even running a 'surfer theme' ad, inspired by the new 'sweet apple wave' point-of-sale concept featuring a surfer girl image."
Mr. Nelley concluded, "Jazz and Pacific Rose are two promising additions that will help boost apple category sales based on taste."
