New Zealand-based topfruit grower Enzafruit expects volumes of its trademarked Jazz apple variety to increase by 71 per cent this season compared with 2008, and the company expects around 850,000 cartons, 15,300 tonnes, to be sent to Europe.
“Quality, taste and size are superb,” said managing director Tony Fissette. “Based on our experience over the last six months with the European Jazz season, we anticipate the same prices for New Zealand Jazz as last year, since both customers and consumers are very enthusiastic about this extra-tasty apple. Jazz has already become the fourth most exported variety from New Zealand.”
For Enzafruit’s Cox variety, on the other hand, Mr Fissette expects volumes to be 15-20 per cent down on last year’s. However, the quality of the crop looks optimal, he revealed, due to good weather conditions, and initial sales are due to begin at the start of April.
“What's more,” he added, “we will enter on to a completely empty market for Cox apples, and demand is already very good for this variety.”
As for Enzafruit’s other varieties, Royal Gala volumes are forecast to be comparable with 2008’s, Braeburn volumes are expected to see an increase of 25 per cent, and Pink Lady volumes are anticipated to record growth of around 10 per cent, according to Mr Fissette.
Enzafruit is also becoming an increasingly important supplier of organic apples, increasing its volumes by 50 per cent over the last year. “Furthermore, we also have the exclusive organic Jazz variety in our range,” said Mr Fissette, “which is of course an extra asset and will increase demand.”
As for prices, Enzafruit remains realistic. “We finished the 2008 apple season with our highest ever average price of E23.50 per tonne,” said Mr Fissette. “We cannot expect to achieve this price again in 2009, firstly, due to higher EU apple stocks, which in February were 15 per cent higher than the year before, secondly because there will be more fruit from New Zealand and other Southern Hemisphere countries this season, and thirdly because of the current economic crisis.”
Nevertheless, there is much confidence that the 2009 season will be a success. “EU apple stocks may be 15 per cent higher, but the varieties are typically not from New Zealand,” he explained. “And regarding the economic crisis, since it began we have had the highest price on the market with our European Jazz apples and an increase in volumes sold of 60 per cent compared with the 2007/08 season. We are therefore very optimistic for this season.”
One of the major challenges for the current season, Mr Fissette believes, will be to encourage those in the midst of an economic crisis to pay good money for premium, healthy, top-quality apples. Another, he said, will be to introduce and sell limited volumes of Enzafruit’s new exclusive top variety, Envy.
“Overall, I remain absolutely convinced that the market and consumers are excited about the prospect of new fresh apples that are healthy and tasty,” he concludes. “These are the two main pillars of our business, and we are looking forward to seeing how the season pans out.”
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