JAZZ APPLES STRIKE
A CHORD WITH NORTH AMERICANS
29 August 2005
With buoyant prices achieved on ENZA pipfruit
varieties this season, North America can be seen as a silver lining
in the dark cloud currently hanging over New Zealand's apple orchards.
With the powerful euro drawing South African,
Chilean and New Zealand apples away from the U.S., ENZA maintained
its commitment to North America, where its brand performed particularly
well.
"ENZA committed to the USA early on in
the season when other exporters chose to concentrate on Europe.
While our volume may not be substantial enough to assist the New
Zealand apple industry in the current crisis, we do think that
our performance can be viewed as a bright spot in a difficult
year," said David
Nelley, pipfruit category director for The
Oppenheimer Group.
The Vancouver, Canada-based Oppenheimer Group
has sold New Zealand-grown apples in North America since the mid
1950s. Turners
and Growers Ltd., Auckland, owns the ENZA brand as well as
a share in the company's U.S. affiliate.
Oppenheimer reports record pricing on the
Braeburn variety, as well as an excellent recovery on Royal Gala
pricing following a challenging 2004.
"We made strong Braeburn and Royal Gala
sales here before other New Zealand exporters realized there was
a problem in Europe and tried to divert fruit," said Nelley.
North American retailers jumped on board with
the ENZA exclusive JAZZ™ apple. This New Zealand-developed
Royal Gala-Braeburn cross is, according to Nelley, "the hottest
new item in the produce department this summer.
"We are sold out at $US50.00 per box
on a substantial volume of 35,000 cases," he said. "We
now await the JAZZ™ that ENZA grows in Washington state to
continue the momentum." Under a global variety planting program,
ENZA has licensed production to selected Washington state growers.
"The goal is to promote the JAZZ™ year-round with growers
in New Zealand and the U.S. collaborating. It is creating fantastic
opportunities," said Nelley.
In June and July, shoppers in various cities
enjoyed samples of JAZZ™ apples while accompanied by musical
ensembles in produce departments. The fruit was also sampled at
jazz festivals, and promoted through radio advertising in Boston.
"Leveraging off the 'JAZZ™' name
has been very effective," he said. "We're positioning
JAZZ™ as the variety with 'Pure Apple Groove' - a hip apple
that delivers a crisp, pure flavor and crunch. And we've experienced
unprecedented consumer response, despite the typical $US2.49 per
pound pricing.
"We've seen stores sell eight to ten
40-lb boxes in a matter of hours," he continued. "JAZZ™
is a high value, high turn item that at the moment looks like
the ray of hope for the New Zealand apple industry."
Photos are available upon request.
Related Web sites: www.oppyproduce.com
| www.enzafruit.com
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MEDIA CONTACTS:
Karin
Gardner, Communications Manager
Kinley Engdahl-Johnson,
Media Relations Specialist
PH: (206) 284-1705 | FX: (206) 284-0203
The Oppenheimer Group, Communications
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Seattle, WA 98109
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