JAZZ™ is the first fully-branded club variety apple on South African shelves in an exclusive agreement between Freshmark/Checkers and TopFruit, the South African licensee for New Zealand-based T&G Global which owns the premium variety's trademark. Checkers has the exclusivity agreement for three years.“Checkers are very committed to this brand and have made sure that all stores that stock the apples have eye-catching point of sale material and recipe cards in stores,” says Liza Matthews, marketing manager at TopFruit. “JAZZ™ apples are sold in fully-branded packaging which is a first for a branded apple in South Africa. Normally all branded apples are sold in the supermarket’s own look and feel bags with only the brand’s logo visible on the bag."
“We feel this attractive packaging will assist the consumer in firstly recognising JAZZ™ in-store and then ensuring brand recognition going forward. A consumer marketing campaign has been developed to promote the brand and drive sales during the period that the apples are available.”
An intensive programme of in-store JAZZ™ apple tastings in Gauteng and the Western Cape have been supplemented by engagements with a television chef and a food blogger, using the apple in recipes like white chocolate and mascarpone mousse and raw JAZZ™ apple crumble or chia seed and coconut pudding with JAZZ™ apple.
In seventeen years JAZZ™ has become a global favourite
According to TopFruit, JAZZ™ apples were first born in beautiful New Zealand orchards following a natural union of Royal Gala and Braeburn varieties. "Seventeen years later JAZZ™ apples have become a global favourite, being grown in thirteen countries under a closely controlled quality growing programme and sold in 45 countries. The JAZZ™ brand’s success can be attributed to the consistency and uniqueness of the JAZZ™ apple eating experience and its durability and versatility."
Local plantings of JAZZ™ commenced in 2010 and the Scifresh apple, branded as JAZZ™, has been in production in South Africa for three years by Witzenberg Properties, Dutoit Agri and EveBrand Farms, with 46ha mainly in the Koue Bokkeveld and the Langkloof. Locally grown JAZZ™ apples are sold in Africa and South Africa by Tru-Cape and Dutoit Marketing.
Currently JAZZ™ sales are more than six million cartons globally and the aim is to grow to 9 million cartons by 2025 sold in 45 markets.
For more information:
Liza MatthewsTopFruit
Tel: +27 21 874 1033
Email: lizam@topfruit.co.za
Joanne JalfonHead of Corporate Brand/Communications
T&G Global
Email: joanne.jalfon@tandg.global