Jazz apple off the shelves for a month

This year the consumer will have to do without the Jazz apple for a while. There is a 'gap' from mid September to mid October, as the New Zealand season has ended earlier and the European season doesn't start until October. "Until now there has never been a seamless transition for the Jazz apple from the Southern and Northern hemisphere. Due to the strongly increased demand of both trade and consumers the gap is larger this year and we will have to bridge four weeks," says Greta Knapen of Enzafruit. Earlier this season the high expectations for Jazz were expressed by Tony Fissette.

Largest volume from Loire valley
She indicates that there is no possibility that the European Jazz could come onto the market earlier. "The Jazz apple is a later variety than for instance the Royal Gala. The first volumes of European Jazz come from Italy and the region South East/ South West France, but these are smaller areas. At the end of October/ start of November we start with the Jazz from the Loire valley, which represents at least 80% of the French volume. It is impossible to start early as we then can't guarantee the unique, constant top quality and we can't allow that to happen," she explains.

Luxury problem
"Not having enough volume is of course a luxury problem," says Greta. "But on the other hand it isn't great as we want to satisfy everyone for as long as possible. We try to anticipate this as much as possible by making as correct as possible agreements with retail and wholesale. As I said we're still in a transitional phase and the increasing volumes of Jazz will certainly soften this situation." So the consumer will have to do without this apple for a while. "The Jazz can't be replaced by a different variety. We will be impatiently waiting for the new harvest of Jazz from Europe, which is likely start in mid October 2016."

Rising European volumes
A rise in the European volumes is expected over the coming years. "If everything goes according to plan more will be harvested over the coming years. This will the give us a seamless transition and will close the gap between the two seasons." It is too early to tell what the transition will look like next season after the European season. "A lot will depend on the market conditions at the time and supply and demand that will determine the sales."

Rise in price
Consumer will pay a higher price for the Jazz apple. "Over the course of the years the price of Jazz has risen at around 5 Euro for 18 kilo. We can establish with pride that the Jazz is on the rise and people are willing to pay a higher prices for excellent quality. Our goal for the coming years is to keep the price more or less stable," she concludes.

For more information:
Greta Knapen
Enzafruit New Zealand Continent
Tongersesteenweg 135
3800 Sint- Truiden - Belgium
Tel: +32 11 68.99.41
Fax: +32 11 68.81.09
www.enzafruit.be
continent.info@enzafruit.be