The product? Jazz apples, owned exclusively by Enza.
Described last year as one of the new "market champions", Jazz apples are now available year round.
This year, for the first time, American-grown Jazz apples have appeared in New Zealand supermarkets during our apple "off season".
Enza has licensed growers in the United States, the United Kingdom and France, to ensure continuity of supply.
"That's key for us, to be able to have a 12-month supply of this variety of apple," Enza Otago regional manager Jeff McDonald said.
"That's what the consumer wants; to be able to have a top-grade fresh supply of the same variety of apple year round, rather than a seasonal supply."
Because Enza owned the rights to Jazz apples, it controlled the quantity of fruit grown overseas and where it was grown.
This was the first season the volume of overseas-grown fruit was high enough to supply it back to New Zealand in our off-season, he said.
Mr McDonald declined to give figures on Enza's royalties or "commission" on the product, saying that information was commercially sensitive.
The Jazz variety was getting "rave reviews" from consumers, had its own website, and about 1.4 million cartons were likely to be exported from New Zealand this coming season, he said.
The bulk of the export crop was destined for the United States and the United Kingdom It was too soon to say what return the growers would get, as it depended on the exchange rate, Mr McDonald said.
American Jazz apples were priced at $5.99 a kg at Alexandra New World this week and produce manager Brent Omond said there was a steady demand for good quality "out of season" apples.
"People do ask for a particular variety and they want crisp, juicy apples year-round."
As storage methods improved, consumers expected seasonal fruit to be available for longer periods, he said.
"Central Otago consumers are pretty discerning too, because they live in a fruit-growing area, so they expect to buy the best-quality fruit."
American Jazz apples had filled the gap between the end of the New Zealand apple season and the arrival of the new season's apples.
Hawkes Bay apples were already on the market, Mr Omond said.
All that Jazz
- Jazz a gala/braeburn cross.
- Apple bright red with yellow background.
- Developed by Enza and Hort Research (now called Plant and Food Research).
- Enza owns exclusive rights to variety and controls plantings overseas.
- Firm, crisp apple, resistant to bruising, stores well.
- Harvested here in March and April.
- Licensed growers in the United States, United Kingdom and France, ensure year-round supply.
- About 1.4 million cartons of Jazz will be exported from New Zealand this season.
- Otago pipfruit growers expect to pick about 35,000 cartons in the coming season.
