Sales of Jazz apples in the UK increased by 20 per cent during 2008 compared with the year before, despite a marked shift in consumer behaviour away from premium products as a result of the current economic downturn.

Worldwide Fruit, which markets English and French Jazz apples in the UK, has recorded an uptake in sales across its retail base thanks to a series of targeted promotions, which are helping drive consumption of the variety in the country.

The company’s commercial manager, Gary Harrison, told Fruitnet that the consumer movement away from premium lines to price promoted fruit has provided an excellent opportunity to drive awareness and sales of Jazz apples.

“We’ve actually managed to extend sales uptake by some degree because consumers are now buying fruit on offer,” he says. “In terms of Jazz, we see it as an opportunity to reach a wider customer base.”

Promotions of the variety, which is sourced from the UK and France, are staggered across Worldwide Fruit’s retail client base in three to four month stretches, Mr Harrison explained.

“The situation gives you an opportunity to reach consumers if you’ve got something new and you need to push premium lines to consumers – you can’t just let them sit on the shelves,” he added.

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