NEW ZEALAND JAZZ
PROMOTIONS SET THE STAGE
FOR WASHINGTON SEASON
2 August 2005
 This
summer, ENZA 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, appeared at jazz festivals,
concerts and in retail produce departments throughout the U.S.
and Canada. The
Oppenheimer Group, ENZA's North American marketing arm, has
even brought jazz musicians into stores to accompany shoppers
as they sample the tangy-sweet apple.
"It's been a lot of fun to leverage off
the 'Jazz™' name in our promotions," said David
Nelley, Oppenheimer's pipfruit category director. "We're
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,
Nelley said, as many stores have sold out of Jazz™ during
the sampling events, despite the typical $2.49 per pound pricing.
"We've seen stores sell eight to ten forty-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 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, we're working
toward a year-round supply of Jazz™ and Pacific Rose."
Earlier in the summer, 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," 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 Pacific Rose are currently grown in Washington.
Click
here to download the Pure Apple Groove graphics in high resolution.
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
expect the world from us
180 Nickerson St., Suite 211
Seattle, WA 98109
USA
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