Oppenheimer turns up the volume on Jazz apples
Oppenheimer turns up the volume on Jazz apples
A record volume of Enza's Jazz apples has topped the Vancouver, BC-based Oppenheimer Group's list of highlights for the New Zealand pipfruit season, which is now underway.
Despite anticipating nearly double the 2005 Jazz volume, Oppenheimer Chairman, President and Chief Executive Officer John Anderson believes that supply will still not satisfy demand.
"The exponential growth of Jazz continues," he said. "The fruit will be available in May, but we expect to be sold out by late July. We've had a hugely positive response to the Jazz variety since introducing it, and we see a bright future because of the intense flavor and hardy keeping characteristics of the fruit."
David Nelley, Oppenheimer's pipfruit category director, agreed. "Retailers from Los Angeles to Newfoundland are taking notice of this spectacular apple," he said. "We've experienced a pleasing response during preseason meetings with retailers. They are curious to know when new-season fruit will arrive at their stores."
The spotlight on Jazz will burn even brighter when it is profiled by The Wall Street Journal in April. Oppenheimer and Enza plan to keep the momentum up by rolling out a marketing campaign featuring trade and consumer advertising, in-store promotions, sponsorship and sampling activities in May.
And Jazz is not the only high note Oppenheimer expects from New Zealand in the coming months. With the season barely underway, the Taylor's Gold pear program is already exceeding expectations, according to Mr. Nelley.
"Growers got the Taylor's Gold off the trees in a shortened harvest window, so the fruit maturity is very consistent," he said. "With their full russet and sweet flavor, these are truly gourmet pears. They are anticipated by discerning customers, like the exclusive mail-order fruit company Harry & David, who eagerly await them on an annual basis. "This year, we've had a better preseason response from our customers on Taylor's Gold than ever before," Mr. Nelley continued. "These pears provide the opportunity for retailers to differentiate with a tasty and unique item in the summer."
Taylor's Gold, as well as a range of other fresh-crop pears, are available now through July.
Mr. Nelley also commented on the early apple program, noting that the fresh-crop Royal Gala market "has been slow to find its feet due to the remaining domestic fruit in the market. Demand will strengthen in mid-May. We are also expecting a buoyant Fuji apple market."
Pacific Rose is another "variety to watch" according to Mr. Nelley. "In April, we'll finish a very strong Washington state Pacific Rose marketing season just in time for Enza to pick up the baton."
Looking ahead, Mr. Nelley pointed out Enza's organic apple program as another crucial aspect of the season.
"Enza organics will be red-hot," he said. "The industry is facing unprecedented demand from retailers in Europe and the U.S. in a season when the total New Zealand organic volume is down from 2005. Enza has a wide organics lineup that includes Royal Gala, Braeburn, Granny Smith, Fuji, Pink Lady, Pacific Rose apples and, dare I say it here, a very modest volume of Jazz."
Mr. Nelley said that growers are cautiously optimistic about the year ahead following last season, which was fraught with difficulties in Europe.
"The New Zealand pipfruit industry needs a good year in 2006," he said. "Enza has been collaborating with New Zealand's more progressive packers and growers, and investing in Jazz growing and two packing facilities themselves. Enza is a grower, packer and exporter. And, through its equity partnership with Oppenheimer, Enza is perhaps the only large-scale, fully vertically integrated New Zealand horticultural company operating with any substance in North America."
Despite anticipating nearly double the 2005 Jazz volume, Oppenheimer Chairman, President and Chief Executive Officer John Anderson believes that supply will still not satisfy demand.
"The exponential growth of Jazz continues," he said. "The fruit will be available in May, but we expect to be sold out by late July. We've had a hugely positive response to the Jazz variety since introducing it, and we see a bright future because of the intense flavor and hardy keeping characteristics of the fruit."
David Nelley, Oppenheimer's pipfruit category director, agreed. "Retailers from Los Angeles to Newfoundland are taking notice of this spectacular apple," he said. "We've experienced a pleasing response during preseason meetings with retailers. They are curious to know when new-season fruit will arrive at their stores."
The spotlight on Jazz will burn even brighter when it is profiled by The Wall Street Journal in April. Oppenheimer and Enza plan to keep the momentum up by rolling out a marketing campaign featuring trade and consumer advertising, in-store promotions, sponsorship and sampling activities in May.
And Jazz is not the only high note Oppenheimer expects from New Zealand in the coming months. With the season barely underway, the Taylor's Gold pear program is already exceeding expectations, according to Mr. Nelley.
"Growers got the Taylor's Gold off the trees in a shortened harvest window, so the fruit maturity is very consistent," he said. "With their full russet and sweet flavor, these are truly gourmet pears. They are anticipated by discerning customers, like the exclusive mail-order fruit company Harry & David, who eagerly await them on an annual basis. "This year, we've had a better preseason response from our customers on Taylor's Gold than ever before," Mr. Nelley continued. "These pears provide the opportunity for retailers to differentiate with a tasty and unique item in the summer."
Taylor's Gold, as well as a range of other fresh-crop pears, are available now through July.
Mr. Nelley also commented on the early apple program, noting that the fresh-crop Royal Gala market "has been slow to find its feet due to the remaining domestic fruit in the market. Demand will strengthen in mid-May. We are also expecting a buoyant Fuji apple market."
Pacific Rose is another "variety to watch" according to Mr. Nelley. "In April, we'll finish a very strong Washington state Pacific Rose marketing season just in time for Enza to pick up the baton."
Looking ahead, Mr. Nelley pointed out Enza's organic apple program as another crucial aspect of the season.
"Enza organics will be red-hot," he said. "The industry is facing unprecedented demand from retailers in Europe and the U.S. in a season when the total New Zealand organic volume is down from 2005. Enza has a wide organics lineup that includes Royal Gala, Braeburn, Granny Smith, Fuji, Pink Lady, Pacific Rose apples and, dare I say it here, a very modest volume of Jazz."
Mr. Nelley said that growers are cautiously optimistic about the year ahead following last season, which was fraught with difficulties in Europe.
"The New Zealand pipfruit industry needs a good year in 2006," he said. "Enza has been collaborating with New Zealand's more progressive packers and growers, and investing in Jazz growing and two packing facilities themselves. Enza is a grower, packer and exporter. And, through its equity partnership with Oppenheimer, Enza is perhaps the only large-scale, fully vertically integrated New Zealand horticultural company operating with any substance in North America."
