Earlier this month, the refresh of the JAZZ™ apple was announced. At the CPMA tradeshow in Toronto, FreshPlaza talked with Sandi Boyden, marketing manager, pipfruit, of T&G Global who provided additional insights on the brand refresh. “The refresh was rolled out market by market, starting in February of this year at Fruit Logistica in Berlin,” says Boyden. “The North America refresh is launched here at the CPMA show,” she added. “It will take shape in June when the New Zealand fruit enters the North American market and hits the shelves at retailers, wholesalers and independent grocery stores.”
Karin Gardner with Oppy and Sandi Boyden with T&G Global in front of the refreshed JAZZ™ display at the CPMA tradeshow.
“JAZZ™ apples originated in New Zealand sixteen years ago and today, it is still the same great-tasting apple that consumers know and love,” Boyden mentioned. “However, after the 15-year mark, we felt the time was right to do some decent research to better understand where JAZZ™ is positioned in the minds of consumers.” In order to remain relevant for consumers for the next 16 years and beyond, the brand has been reinvigorated with a design shift. In 2014 and 2015, consumer research was completed and last year, the re-design process took place, developing a new logo as well as a full design suite.
Grown in 14 countries
JAZZ™ apples are sold in 45 countries around the world. “To make sure we have supplies in both the northern hemisphere and the southern hemisphere 365 days a year, the variety is grown in 14 different countries. At the moment, Washington state JAZZ™ apples are available in North American grocery stores. “We have very passionate growers in Washington,” shared Boyden. “They help us meet the demand for North America. Outside of the North American season, we bring fruit in from New Zealand as well as Chile.” Next month, a smooth transition is expected from the US into New Zealand’s crop of JAZZ™ apples. The noticeable difference between the two will be the new design on the PLU sticker and the boxes.
Demand for JAZZ™ apples is growing. “We continually see year-on-year growth and demand from customers to stock JAZZ™ apples,” said Boyden. “It’s a club variety that’s grown under the Enza Quality program, standing for quality through the shelf. The apple variety has a broad appeal; JAZZ™ consumers tend to always be chasing the new. They are interested in finding good quality products that are positioned in a place that they can relate to. However, we also have mom, who is buying a good quality product for her children.”
Blue is synonymous with JAZZ
Through the research that was done, T&G Global learned that the striking blue color has become synonymous with JAZZ™. “Consumers told us to leave that alone as it’s recognizable. So is the red color in the design. We have kept those colors in order to continue to be appealing to existing consumers, but also to attract new ones with the new design. Our goal was to make the brand much more contemporary. We offer the same consistent eating experience with a new positioning statement reflecting this refreshment. The logo has a bit of a nod to music in general, not specifically jazz music. If you can picture a manuscript with musical notes on it, you will recognize that in the lettering.”
“We’ve received a very positive response since the launch of the refresh,” concluded Boyden. In North America, Oppy, CMI Orchards, and Rainier Fruit Company distribute JAZZ™ apples.
For more information:
Sandi Boyden
T&G Global
Tel: (+64) 21-510-156
Karin Gardner
Oppy
Tel: (+1) 206-499-7440