"There has been a lot of investment by New Zealand growers in new plantings and new, higher yield varieties, some which target the Asian market,” says Darren Drury, T&G Global’s Executive General Manager - Pipfruit.
Sandi Boyden, Darren Dury and Jo Jalfon from T&G Global.
“T&G Global is growing quite rapidly with our brands Envy and Jazz. We are still not at our target volume for Jazz, with Envy another five to seven years away from achieving growth targets. We are also targeting more varieties other than our managed varieties Jazz and Envy. It is important we supply key customers across the apple category so we are increasing our plantings of Royal Gala plus some speciality varieties.”
The New Zealand harvest is just beginning with early season varieties like Royal Gala currently being picked. New Zealand is not a big importer of apples, even in the off season, being in the main self-sufficient but T&G does import small volumes of its managed varieties to ensure customers have the opportunity to eat its varieties every day of the year.
"The recent shortages on the supermarket shelves shows that New Zealand consumers are annually buying more high quality apple varieties and this increased demand was the cause of the shortage,” according to Darren. "But on the positive side it is encouraging to know that improved eating experiences being provided by varieties such as Jazz and Envy has increased demand and it is also reassuring to know that people are still in love with apples."
New Zealand consumers demand top quality fruit and recognise the extra value in the new generation of apples says Darren.
"We have put a lot of effort into raising awareness of Envy in New Zealand and we have seen it really grow rapidly. Feedback has been very positive about the consistent eating experience Envy provides. It is a newer brand and volumes are limiting the amount we can sell domestically but it complements Jazz very well as they have very different flavour profiles and colour etc."
Jazz Apple brand refresh
At Fruit Logistica in Berlin T&G Global launched the Jazz brand refresh. "A lot of what we are doing now is trying consolidate what we have, such as the Jazz brand refresh,” explains Darren. "It is focused on some of our main markets such as Germany, the UK, USA, Thailand and China. We are not specifically looking for new markets so much as trying to maximise the growth opportunities in those we are already in."
"Fifteen years ago, when we did the initial work on the Jazz brand, it was different times. In those days not as much thought went into the image of an apple. The refresh is consumer insight driven with a more contemporary and modern look and feel to reconnect with our customers and consumers and attract new ones,” explains Sandi Boyden, Global Marketing Manager - Pipfruit.
T&G are always on the lookout for a great new variety but according to Darren there is nothing imminent. “We are working with a lot breeders around the world but it takes time to build a new variety. You have got to test various climates and micro climates to see where it will grow best. You need to test many different varieties to see which works best with all the different factors.”
Alastair Hulbert, CEO celebrating 120 Years
In Berlin T&G Global also celebrated 120 years in business. The company started out as a small fruit auctioneer in 1897 and is now an international, vertically integrated grower, picker, packer, shipper, trader and marketer of processed foods and fresh fruit and vegetables including the Jazz, Envy and Pacific Rose apples.
T&G Global CEO, Alastair Hulbert, said reaching 120 years was an exciting milestone for the business.
“Customers may know us as Enzafruit Continent in Europe, or EPI in the USA, but we’re now T&G Global, reflecting our truly global footprint. It’s exciting to be celebrating the start of our 120th year in business knowing we have such a positive future with much more to celebrate over the coming years.”
For more information:
Jo Jalfon
T&G Global Limited
Tel: +64 27 201 2645
Email: [email protected]
www.jazzapple.com
