Partners underline commitment to British growers with special promotional campaign to mark variety’s 20 years in UK
Retail chain Waitrose and supplier Worldwide Fruit have underlined their commitment to homegrown British produce with the creation of a special Jazz apple tractor and trailer sampling display.
The companies said they wanted to put British apples “in the spotlight like never before” and highlight how Jazz has extended the country’s apple season.
The eye-catching display and six-day sampling activity, which took place at Waitrose’s flagship store in Canary Wharf, London, coincided with celebrations for the 20th anniversary of Jazz apples being grown in the UK.
Each day, members of the public sampled the fruit’s tangy-sweet taste and learnt about its origin.
And growers including Simon Bray and Robert Hinge visited the store to support the campaign and speak to consumers about why buying British is so important.
Jazz is now Waitrose’s second-biggest apple variety in terms of sales, and since the Northern Hemisphere apple season began in November, the chain has apparently sold over 1,300 tonnes of British-grown fruit.
“We’re thrilled to continue to partner with Waitrose on this campaign to highlight the ongoing British Jazz apple season, its special 20th anniversary and raise awareness of the high-quality fresh produce grown right here in the UK,” said Hannah McIlfatrick of Worldwide Fruit.
“Celebrating the dedication of British growers, the interactive display provided the perfect platform to showcase British Jazz and it’s been fantastic to see and hear the reaction from customers in store.”
Jess Street, apple buyer at Waitrose, added: “It’s no secret that our customers love to support and buy British wherever they can, and with Jazz apples proving a firm favourite, we jumped at the opportunity to celebrate both our British Growers and the twentieth anniversary of British Jazz.”
