Jazz apple NZ

This year's New Zealand Jazz apple season opens officially on Monday, 12 April, with export marketer Enza predicting volumes shipped from the country will reach 1.5m cartons in 2010, generating an anticipated NZ$45m (€23.7m) in export revenue.

Created as a result of years of collaboration between Enza, New Zealand-based science company Plant & Food Research and selected apple growers around the world, the Royal Gala-Braeburn cross is rapidly becoming one of the most popular apples in key markets worlwide and in volume terms is now the third-largest apple crop grown in New Zealand.

Enza spokesperson Campbell Naish, said: 'The international development and licensing of Jazz apples is an excellent example of a New Zealand company creating wealth through intellectual knowhow and collaboration.

'On current forecasts, Jazz will deliver around NZ$45m to New Zealand in export revenue, based on an export volume of 1.5m cartons of New Zealand-grown Jazz apples.

'The return to New Zealand flows back to growers, into apple research through royalties to Plant and Food Research, to suppliers and into consultants, packhouses and local logistics support. This is in addition to the creation of numerous employment opportunities for both New Zealand workers and seasonal employees from the Pacific Islands.'

This year will also mark only the second season that Jazz apples have been sold in New Zealand itself, despite being introduced to international markets six years ago.

Following an increase in yields from Jazz apple orchards in the regions of Nelson, Hawkes Bay and Central Otago, New Zealanders will be able to buy the apple from next Monday.

Sales will be backed by an extensive tasting campaign throughout New Zealand in retail company Foodstuffs' New World, Pak’n Save and Four Square stores.

Enza says it will also be working closely with WDL (Fresh Choice and Super Value), Fruit World and other independent retailers to support sales of the variety.

In-store activities will include samplings, promotions and competitions giving away mountain bikes and cycle jerseys, in line with the brand's recent support for cycling.

Mobile phone marketing, PR and sponsorship activity including backing the country's 2010 World Rowing Championships at Lake Karapiro will also be part of the campaign, as will sponsorship of various events around New Zealand such as the Wellington and Christchurch marathons and the Marlborough Grape Ride.