New Zealand Jazz promotions set the stage for Washington season
New Zealand Jazz promotions set the stage for Washington season
This summer, ENZA has tuned up the apple category with the "Pure Apple Groove" of Jazz.
The popular Royal Gala/Braeburn cross, now grown in New Zealand and in Washington, is appearing at jazz festivals, concerts and in retail produce departments throughout the United States and Canada. The Oppenheimer Group, ENZA's North American marketing arm, has even brought jazz musicians into stores to serenade shoppers as they sample the tangy-sweet apple.
Its been a lot of fun to leverage off the Jazz name in our promotions, said David Nelley, Oppenheimers pipfruit category director. Were positioning Jazz as the hip apple that delivers a crisp pure flavor and crunch, so 'Pure Apple Groove is the positioning statement for the variety.
The demand for this apple is especially telling, Mr. Nelley said, as many stores have sold out of Jazz during the sampling events, despite the typical $2.49 per pound pricing. Weve seen stores sell eight to 10 40-pound boxes in a matter of hours, he said. Jazz is a high-value, high-turn item that contributes smartly to produce department profits.
The New Zealand-grown Jazz crop is about 75 percent sold and moving quickly at $50 per box, according to Mr. Nelley.
Jazz apples, as well as the sweet Pacific Rose variety, are part of a unique ENZA licensing, production and marketing arrangement involving growers in both New Zealand and Washington state.
Between the two hemispheres, were working toward a year-round supply of Jazz and Pacific Rose, he said.
Earlier in the summer, Mr. Nelley traveled to Wenatchee, WA, to meet with the advisory committee representing the 30-plus Washington Jazz and Pacific Rose producers.
I always appreciate the opportunity to meet with the growers and see their passion for Jazz and Pacific Rose, he said. We discussed the overall strategy of the program, and we reached substantial agreement on the marketing plan for 2005-06. ENZA truly admires the commitment and dedication of the growers in Washington.
The meeting also involved a review of the current New Zealand season and set the scene for the Washington harvest.
Our hope is that the trade is experiencing so much success with the New Zealand-grown fruit that anticipation for the Washington Jazz and Pacific Rose will be very high in the autumn, Mr. Nelley summed up. With fruit coming from both hemispheres, the excitement we build during the New Zealand season will help create demand for the Washington fruit.
Approximately 680 acres of Jazz and 475 acres of Pacific Rose are currently grown in Washington.
The popular Royal Gala/Braeburn cross, now grown in New Zealand and in Washington, is appearing at jazz festivals, concerts and in retail produce departments throughout the United States and Canada. The Oppenheimer Group, ENZA's North American marketing arm, has even brought jazz musicians into stores to serenade shoppers as they sample the tangy-sweet apple.
Its been a lot of fun to leverage off the Jazz name in our promotions, said David Nelley, Oppenheimers pipfruit category director. Were positioning Jazz as the hip apple that delivers a crisp pure flavor and crunch, so 'Pure Apple Groove is the positioning statement for the variety.
The demand for this apple is especially telling, Mr. Nelley said, as many stores have sold out of Jazz during the sampling events, despite the typical $2.49 per pound pricing. Weve seen stores sell eight to 10 40-pound boxes in a matter of hours, he said. Jazz is a high-value, high-turn item that contributes smartly to produce department profits.
The New Zealand-grown Jazz crop is about 75 percent sold and moving quickly at $50 per box, according to Mr. Nelley.
Jazz apples, as well as the sweet Pacific Rose variety, are part of a unique ENZA licensing, production and marketing arrangement involving growers in both New Zealand and Washington state.
Between the two hemispheres, were working toward a year-round supply of Jazz and Pacific Rose, he said.
Earlier in the summer, Mr. Nelley traveled to Wenatchee, WA, to meet with the advisory committee representing the 30-plus Washington Jazz and Pacific Rose producers.
I always appreciate the opportunity to meet with the growers and see their passion for Jazz and Pacific Rose, he said. We discussed the overall strategy of the program, and we reached substantial agreement on the marketing plan for 2005-06. ENZA truly admires the commitment and dedication of the growers in Washington.
The meeting also involved a review of the current New Zealand season and set the scene for the Washington harvest.
Our hope is that the trade is experiencing so much success with the New Zealand-grown fruit that anticipation for the Washington Jazz and Pacific Rose will be very high in the autumn, Mr. Nelley summed up. With fruit coming from both hemispheres, the excitement we build during the New Zealand season will help create demand for the Washington fruit.
Approximately 680 acres of Jazz and 475 acres of Pacific Rose are currently grown in Washington.
