New Jazz look hits US

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News and insight for North America's fresh produce buyers
Carl Collen

BY CARL COLLEN

New Jazz look hits US

Fresh logo and visual components look to help Jazz apples strengthen premium apple position

New Jazz look hits US

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Fresh crop New Zealand Jazz apples have started arriving in North America, decked out with a sharp new look and attitude geared to drive stronger sales.

Built around the positioning of 'The Jazz Sensation', the new brand attempts to lift the Jazz eating experience, aided by a new logo and supported by a full suite of visual components including contemporary colours, eye-catching graphics and a new brand message.

Jazz apples originated in New Zealand, following a natural union of Royal Gala and Braeburn varieties, and are now grown in ten countries under a closely controlled quality programme, managed by trademark owner and one of New Zealand’s largest horticulture exporters T&G Global.

T&G Global introduced the new brand at Fruit Logistica in February, and has subsequently rolled it out market-by-market.

Darren Drury, T&G Global’s executive general manager pipfruit, said the refresh of Jazz represented a major investment by T&G that extended across all touch-points from packaging to promotions and sampling to digital platforms.

“Our consumer research identified an opportunity to reinvigorate our Jazz brand to reinforce its premium position,” he explained. “We operate in a highly competitive category, so it’s vital to remain relevant while appealing to new consumers. Having discussed it with our growers, sales agents and customers we felt the time was right for a global refresh.”
 
Importantly, the Enza quality mark will appear alongside the new Jazz label, providing assurance that the long-standing quality and eating experience of Jazz has not changed.

“The new Jazz brand will engage consumers with an exciting new website and relevant social content aimed at creating a deeper relationship between Jazz and its global fan base,” said Drury. “Our research guided us to focus Jazz marketing efforts on well-travelled and socially connected taste seekers; consumers who are always looking for the latest and the new, and who enjoy sharing their discoveries. A durable, versatile, great-tasting apple like Jazz is a perfect fit for this spirit and lifestyle, and our refreshed approach will place more Jazz into their sphere.”

Available soon from Oppy, fresh crop New Zealand Jazz apples will be supported by custom promotions arranged in partnership with retailers throughout the US and Canada.

“Jazz ranks third in the list of premium apples for dollar contribution in the produce department,” said David Nelley, vice-president of categories at Oppy. “Its growth has been steady over the last decade and a half. The refreshed brand will renew existing connections with Jazz apples as well as build new ones across North America.”

Jazz apples are also available from CMI Orchards and Rainier Fruit Company primarily during the domestic season.

Drury says T&G is pleased with consistent growth and demand for Jazz across the company’s traditional markets including Germany, the UK and US alongside newer markets such as Thailand, China, Vietnam and Japan.

“We’ve built up a stronger presence in our key markets and our people are better placed to further support our customers and work alongside growers on our year-round growing programme,” he said. “We are also looking for new growth opportunities. It’s an exciting time for Jazz and we’re looking forward to sharing our new-look journey with customers, growers and consumers.”

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