One hundred thousand cartons of the variety, developed by New Zealand-based Enza, have been shipped by Washington growers, according to a news release from Vancouver, British Columbia-based The Oppenheimer Group.
Oppy is the North American marketer of the Envy, a deep red-colored cross of gala and braeburn apples.
The Envy was introduced in North America in 2009, but the first commercial volumes out of Washington came in 2012. By 2020, Enza and Oppy hope to ship 2 million cartons of the variety from Washington.
“We’re in the midst of extensive consumer research into attitudes and purchasing behavior surrounding premium apples,” David Nelley, Oppy’s apple and pear category director, said in the release. “We’re seeking key learnings that will enable us to design campaigns based on sound research. The goal is to sustain Envy’s return to the grower and sales velocity at retail as its volume grows.”
Even with the volume increase, the per-box price of Envys this season is several dollars more than last season, Nelley said.