Oppenheimer's ENZA apples hit high note with jazz festival promotions
Oppenheimer's ENZA apples hit high note with jazz festival promotions
As demand for New Zealand apples grows, product shipped from that country by leading pipfruit exporter ENZA is finding good reception through retail partners of BC-based The Oppenheimer Group.
Among the favored varieties is the Jazz, a relative newcomer that is being promoted in an innovative campaign that is looking to link up with jazz festivals across the United States and Canada.
David Nelley, pipfruit category manager for Oppenheimer, told The Produce News in early May that promotions are "big on Jazz, and we're conducting special consumer programs playing on that variety with in-store demos across" North America.
While volume this year on Jazz and all other New Zealand apples is anticipated to be reduced due to a weak dollar and stronger euro, Mr. Nelley said that promotions on fresh product will be carried out enthusiastically.
"The market is very hot, he said. "Gala prices are a lot higher than anyone in the Southern Hemisphere anticipated they would be. And of course the big story is our Jazz.
He went on to say that volume figures are projected to be 15.5 million cases of apples and pears from New Zealand this year, compared to 21 million last year.
Fifteen percent of the volume is organic, and Mr. Nelley said, "We're really making a push on organics, which are down in volume because of the growing season. Last year they performed well for our growers, and we're looking at 100,000 cases this year.
Oppenheimer began marketing Royal Galas and New Zealand pears in mid-April, and it will ship through August and September. Mr. Nelley said that Braeburns and Jazz will come on in late May and run through July. Demand is somewhat across the board for apples. Royal Gala, Braeburn and Jazz are very popular right around the United States, wherever a progressive retailer is ready to pay more for fresh crop rather than [lower prices for] storage, he commented.
When the Royal Galas and pears first hit U.S. markets this season in April, Mr. Nelley said that "ENZA has consistently invested in promoting apples and pears in North America, introducing new varieties and building a brand that the trade has come to trust.
He went on to say that "despite this year's crop reduction and fragmentation among New Zealand exporters and traders, ENZA will market approximately six times more volume than its nearest New Zealand competitor.
Moreover, ENZA fruit was showing very good quality, he said.
"Royal Galas are measuring a little higher on pressure than last season, and the color is very good. I think the North American trade will be pleased with the work ENZA has done to present consistency in the box. Later varieties are also shaping up well, he said.
In addition to Royal Galas, Braeburns and Jazz, ENZA will ship and Oppenheimer will market Granny Smiths, Fujis, Pacific Roses and Pink Ladies later in the season as well as "a full complement of ENZA's Taylor Gold, Comice, Bosc and Asian Pears through July.
Among the favored varieties is the Jazz, a relative newcomer that is being promoted in an innovative campaign that is looking to link up with jazz festivals across the United States and Canada.
David Nelley, pipfruit category manager for Oppenheimer, told The Produce News in early May that promotions are "big on Jazz, and we're conducting special consumer programs playing on that variety with in-store demos across" North America.
While volume this year on Jazz and all other New Zealand apples is anticipated to be reduced due to a weak dollar and stronger euro, Mr. Nelley said that promotions on fresh product will be carried out enthusiastically.
"The market is very hot, he said. "Gala prices are a lot higher than anyone in the Southern Hemisphere anticipated they would be. And of course the big story is our Jazz.
He went on to say that volume figures are projected to be 15.5 million cases of apples and pears from New Zealand this year, compared to 21 million last year.
Fifteen percent of the volume is organic, and Mr. Nelley said, "We're really making a push on organics, which are down in volume because of the growing season. Last year they performed well for our growers, and we're looking at 100,000 cases this year.
Oppenheimer began marketing Royal Galas and New Zealand pears in mid-April, and it will ship through August and September. Mr. Nelley said that Braeburns and Jazz will come on in late May and run through July. Demand is somewhat across the board for apples. Royal Gala, Braeburn and Jazz are very popular right around the United States, wherever a progressive retailer is ready to pay more for fresh crop rather than [lower prices for] storage, he commented.
When the Royal Galas and pears first hit U.S. markets this season in April, Mr. Nelley said that "ENZA has consistently invested in promoting apples and pears in North America, introducing new varieties and building a brand that the trade has come to trust.
He went on to say that "despite this year's crop reduction and fragmentation among New Zealand exporters and traders, ENZA will market approximately six times more volume than its nearest New Zealand competitor.
Moreover, ENZA fruit was showing very good quality, he said.
"Royal Galas are measuring a little higher on pressure than last season, and the color is very good. I think the North American trade will be pleased with the work ENZA has done to present consistency in the box. Later varieties are also shaping up well, he said.
In addition to Royal Galas, Braeburns and Jazz, ENZA will ship and Oppenheimer will market Granny Smiths, Fujis, Pacific Roses and Pink Ladies later in the season as well as "a full complement of ENZA's Taylor Gold, Comice, Bosc and Asian Pears through July.
