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"Tony Fissette, Enzafruit: "Exceptional prices"

"Jazz succeeds in countries in which Granny Smith and Braeburn were popular"

The European Jazz apple season is going exceptionally well according to the manager of Enzafruit, Tony Fissette. "In general the apple market is a little calmer compared to the same time last year. But luckily it's a different story for the Jazz apples. We are noticing little of that less fortunate situation. The demand is greater than the supply, which has caused this unique position. The prices are the same as those we ended the last European season on. It depends on the sixes, but the prices are between 28 and 30 Euro and this is exceptionally high. So it is going well for the Jazz apples."

Jazz apples quick to sell
According to Tony a lot of countries had trouble with the third picking. "This was because of heavy rain and little sun. We rested before the Jazz. We have more than the regular volume and haven't had any problems in the harvest. The harvest was around 20 to 25% larger than last year. The production in South Tyrol and France was even higher. The quality of the products is very good, as usual, and the apples are quick to sell. This apple has won its spot among many customers, both in the retail and your local corner shore. There really is a big audience for the Jazz apple. The younger generation also enjoys this apple, and this is very positive. We notice that the suppliers of other apples brands place the emphasis on advertisements and promoting the apples. We don't. The demand is already higher than the supply, so there isn't much point. We don't have to go to extremes with Jazz. This apple sells itself." The manager says he is satisfied with how the season has gone so far. "We are happy for now: everything can change, but we're positive about the future."

Jazz not popular in Southern Europe
"The largest share of the Jazz apples, around 90%, is consumed in Germany, Holland, Belgium and England. Of course, we also have the Swiss Jazz, but it is for own consumption. They only consume their own Jazz apples. Sweden and Norway also buy Jazz, but to a lesser extent. We notice that Jazz is not as popular in Southern Europe. This is down to preference in taste and we know not to promote there. We have Jazz in the countries where the Granny Smith and Braeburn used to be very popular. In X amount of years we will plant 150 hectares of Envy plants in Italy, which will be mainly intended for the Southern European market. They prefer a sweeter apple."

For more information:
Enzafruit New Zealand
Tongersesteenweg 135
3800 Sint-Truiden
Tel: +32 11 68.99.41
Fax: +32 11 68.81.09

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