Last month, saw the highest ever sales of Jazz™ apples for Worldwide Fruit Ltd, Jazz sales were +33.6%, and volume +25.8 with growth in all the key metrics; penetration, frequency and weight of purchase.
"We are delighted with the success of our Jazz apples," said Hannah McIlfatrick, Commercial Director at WFL. "Jazz apples are becoming a firm favourite with our consumers. In the latest Kantar data 4 w/e 12th May Jazz™ sales were +33.6%, and volume +25.8 with growth in all the key metrics; penetration, frequency and weight of purchase. We are especially pleased with the penetration increase +19.3% as we continue to delight our consumers."
WFL combined with one of our shareholders, Fruition Producer Organisation, market approximately 60k tonnes of UK apples and pears. Pears represent approximately 4k tonne of the 60k tonnes. WFL/Fruition represent roughly a third of the total industry production.
The main varieties are Gala, Braeburn, Jazz™, Smitten™, Daliclass, Crimson Crisp, Bramley, Kissabel® and Sekzie / Rosy Glow (sold under the Pink Lady® tradename).
"We have a range of other varieties in smaller volumes which include some exciting new varieties, Ladina and Tutti™. WFL is one of two licence holders in the UK to be able to grow and market UK grown Sekzie and Rosy Glow as Pink Lady®. The orchards are performing well, and we are excited about the future for sales of UK grown Pink Lady® apples," said Tony Harding, Technical and Procurement Director at WFL.
Transition from Northern to Southern Hemisphere apples
"It's not been straight forward. A lower volume UK and European crop, combined with improving retailer demand, meant we were chasing in Southern Hemisphere volumes on most varieties to deliver full supply. Now we are in full supply with the Southern Hemisphere volumes, we are facing into the challenges of freight disruption from some of the Southern Hemisphere sources. Supply chains continue to be unpredictable and require close management to ensure full supply."
"We import approximately 33k tonnes of apples. Approximately 45% of the imported volume will be Jazz from our producer origins. A further 25% would be imported Pink Lady across both hemispheres. The balance would be made up primarily of Gala, Braeburn, Granny, Red Delicious, Envy™, which is exclusive to WFL in the UK and other club varieties. We also import approximately 15k tonnes of pears of which approximately 65% would be conference with the next important variety being Green Williams from Italy, Spain, South Africa and Argentina."
"Our import business is sourced from a range of countries across both hemispheres. Being the exclusive licensee for Jazz in the UK we are buying Jazz from France, Italy, New Zealand, South Africa and Chile to deliver 52 weeks supply. Pink Lady®, Gala, Braeburn and Gala will then represent the bulk of our other apple purchases."
WFL is also a supplier of Ready to Eat pears to a range of supermarkets in the UK, sourcing a significant volume of pears from the Netherlands, Belgium, Italy, Argentina and South Africa with Conference and Green Williams being the two biggest varieties.
"We have a developing business with supply of blush pears, and we work closely with pear suppliers on bringing the best new blushed varieties to our customers. The blushed varieties, QTEE and Forelle are performing very well with our customers, in line with overall growth in the blush pear range."
T&G Global have a 50% share in the ownership of WFL and WFL also work very closely with the Venture Fruit team within the T&G business on new variety development.
"We are collaborating on scouting new varieties globally and working closely on commercialisation opportunities for selected varieties that exist within the Venture Fruit portfolio."
"Fruition Producer Organisation, our UK shareholder is made up from 28 UK top fruit growers and represents a significant volume of the UK domestic production. By having these two complimentary shareholders, it enables us to access and then facilitate the planting of the selected varieties in the UK on our partner farms. The UK Jazz programme is a great example of how the end-to-end model adds value to all stakeholders in the supply chain," said Tony.
Biggest sales of Jazz in May 2024
"This year Jazz apples have gone on tour. We embarked on a campaign to increase the awareness of Jazz™ apples, by sampling them at six key Foodies Festivals across the summer," explains Hannah. "Our target is to sample over 120,000 people across the six events, from our Jazz Van. To date the feedback has been fantastic, with people popping back several times to enjoy our refreshing Jazz apples. We will be at Tatton Park, Glasgow and Oxford. Jazz Apples are also delighted to be partnering up with the British Heart Foundation once again for the Bournemouth Pier to Pier swim this weekend."
"We have had a bold campaign across the Northern Hemisphere season, as we embark on the Southern Hemisphere there is plenty more activity to come."
First English apples
"We had a record early flowering period in the UK so it did look like being a very early season. However, with the cool spring and late start to summer in the UK, we expect harvest for Gala to start during the first / second week of September. Early UK varieties should be on the shelf in late August."
For more information:
Tony Harding
Worldwide Fruit
[email protected]
Hannah McIlfatrick
Worldwide Fruit
Tel; +441775717005
[email protected]