In mid August The English Apple Man was invited by Worldwide Fruit Ltd to a JAZZ TM Symposium celebrating the progress of this variety as a leader of the trademarked apple varieties on a National and Global stage.
As the Symposium was very comprehensive, I intend to recount it in two parts.
JAZZ TM Symposium Part 1
The event was held at Howfield Manor in Kent at the heart of WFL's UK based operations.
This was a poignant event for me as in the last years of my working life at Worldwide Fruit Ltd I was involved in the early establishment of Jazz in the UK.
From those early steps, WFL has progressed JAZZ TM to be one of the most successful apple varieties in the market and one which delivers satisfaction equally to the consumer and grower alike.
The English Apple Man Comments
Back in the early 1990's Pink Lady became the first Club apple and set the scene for developing Jazz as the next 'kid on the block'
JAZZ TM - The original cross was made between Royal Gala and Braeburn and the variety named Scifresh in 1985 on trees at Goddard Lane, Havelock North, Hawkes Bay, New Zealand. It launched commercially in April 2004.
The formula for a successful Club Apple requires 'first of all' a high quality apple delivering very attractive appearance, perfect texture and juicy distinctive taste, AND global control of production and marketing:
The climate must allow a long growing season.
To achieve the stringent formula, only growers able to consistently deliver these objectives were chosen.
Licences are only offered to growers who could match the specification.
The JAZZ TM symposium demonstrated the success of the JAZZ TM adventure and the sophistication required to maintain and grow the ambition in 2024-2025 for Jazz to become the 4th largest apple variety in the UK market into the future.
With growers licenced in various countries globally, from the initial plantings in New Zealand and the first UK plantings in 2005 the source and sales for JAZZ TM now is on a Global scale.
The Symposium set out the challenges and answers to this complex supply chain. Ensuring the 'ongoing supply' is meeting the 'ongoing sales demand' while increasing the demand globally.
Below: Jeremy Linsell
Worldwide Fruit's technical and performance development officer, Jeremy Linsell, led the symposium supported by senior WFL colleagues. Jeremy emphasised WFL has invested considerable resource to "ensure continuous improvement across the orchard and the whole supply chain".<
While Worldwide CEO Steve Maxwell, oversaw the Symposium - Commercial Director - Hannah McIlFatrick, and Procurement & Technical Director - Tony Harding and Charnee Butcher - UK Crop Technologist played key roles in the presentations
In addition WFL personnel presented elements of the Symposium agenda.
Kate Nightingale- Account & Marketing Executive -Jon East- Trading Manager - Joe Harvey- Qualytech Technician
Presentations from Florian GUIDAT, Development Project manager for IFO & DALIVAL
& Jazz TM growing in New Zealand - Jan Buter Technical & CI Manager - Turners & Growers
T&G's global network includes its European sales and marketing office, Enzafruit New Zealand (Continent) N.V., and its United Kingdom-based fruit marketing and distribution partner, Worldwide Fruit.
Below: left. Charnee Butcher & Jeremy Linsell and right. Hannah McIlFatrick with Tony Harding (seated)_
Hannah McIlfatrick said: "It's been a busy year for JAZZTM from a commercial and marketing perspective, so this annual symposium is a great way of keeping the growers and key stakeholders informed of our successes, challenges and opportunities."
She added: "With the picking season fast approaching and the apple's popularity continuing to rise, it's also a great opportunity to meet face to face, share best practise, update growers on the latest innovations and data findings, plus plan for the future."
Growers at the event included members of Chandler and Dunn, DG Long, and A Hinge & Sons.
The English Apple Man Comments
"The Symposium was packed with DATA covering all aspects of the JAZZ TM journey from 'inception' to a mature growing & marketing success story"
"This week's Journal can only scratch the surface of what was an annual update for all involved in the adventure"
Marketing and PR is an essential element when developing a successful BRAND
Every opportunity to spread the JAZZ TM message has been utilised
Food Festivals have proved very popular with the fully branded JAZZTM van attending events across the UK
Linking up with the British Heart Foundation at their 'pier to pier swim' and Jazz Ambassadors & influencers has proved very successful
Social Media interactions continue to grow. Once again JAZZ TM voted the tastiest apple at The National Fruit Show
Attendees at the JAZZ TM Symposium pictured with the JAZZ branded van at Howfield Manor
The "English Apple Man - Summary
In this week's Journal I have concentrated in the background history of JAZZ TM and the progress made by Worldwide Fruit Ltd in establishing JAZZ TM as a leading variety in British Supermarkets' - the target is now to make JAZZ TM the 4th most important variety (by volume sales) in the UK market.
Next week's Journal will focus on the breeding, nursery establishment of young JAZZ TM trees and the ongoing research underpinning the success of JAZZ TM. Part of this process will demonstrate how tree management is evolving dimensionally to improve light interception enhancing red colour and increase sweetness, while maximising yield.
Presentations by Florient GUIDAT and Jan BUTER will appear in next week's EAM Journal
That is all for this week
Take care
The English Apple Man