2015 is shaping up to be a big year for Australian apples, and Montague is right at the heart of a lot of the action, with a strong showing for its flagship variety, Jazz, on track to hit up to 800 000 cartons when it is in full production over the next couple of years. “When I go back and visit the business plan put together some ten years ago we’re very close to executing it exactly as we’ve planned it,” says Marketing Manager Gavin Wylie.
Value added products, beginning with Jazz Sparkling apple juice also hit the shelves of Woolworths last year. Catering to different requirements for packaging and size across all the different retailers who Montague deal with is also keeping the team busy across the apple category as a whole.
This year more than 320 000 12-kilo cartons of Jazz apples will be produced. Heavy investment in above the line promotions will ensure that consumer demand for Jazz stays strong, according to Mr Wyile.
There are some new varieties Mr Wylie is also happy to talk to Fresh Plaza about during a recent visit to the Narre Warren orchard and processing facilities in Victoria.
“We’re busily planting Envy at the moment, another variety from the Enza program. It’s fruit coming off test trees and there’s probably 50 000 trees in the ground and expressions of interest from growers to plant more,” Mr Wylie said. Almost all of Montague's trees are protected by hail nets to ensure crop survival.
Envy is a variety that is known in Europe, but there are others that are closer to home on the way, including Smitten, a joint venture effort with Prevar in New Zealand. “We have the license for Smitten in Australia and there’s a great deal of interest from growers to grow that variety,” Mr Wylie says. “It’s earlier, picked around the time of Gala. It’s a striped red apple as well, quite sweet and juicy. We can move the larger fruit to Asia with Envy too, there is demand for it.”
A Canadian variety, Ambrosia, is underway, and was discussed at a recent pre season field day in Batlow, where some fifty growers attended to hear progress on the Jazz marketing program and get updates on new varieties. “We’re starting to do that for everyone interested in Smitten and Ambrosia as well. There’s a lot of technical support that goes along with these breeding varieties,” Mr Wylie says.
A French variety from Ifored, which has skin ranging from salmon pink to deep red, and red flesh, is also in the beginning stages. Montague General Manager Rowan Little has selected seven of around 30 varieties to sell within Australia.
All in all, the apple category looks set to be reinvented, Mr Wylie says. “It will be really exciting to reinvigorate the apple category and have consumers trying new things and picking something they like for their family.” There are also a few exciting trials happening in Montague's Stonefruit category offering, including new plum breeds, with more reports to come as that progresses.
For more information
Gavin Wylie, Marketing Manager,
Montague
Phone: +61397098149
E-mail: gavin.wylie@montague.com.au
Website: www.montague.com.au