“There are enough trees in the ground to yield a million boxes several years from now,” he said.
One retailer in Los Angeles retailer told Oppy that one side-by-side display of Envy and Honeycrisp last season yielded more Envy sales.
Oppenheimer is still in market development mode for Envy, and the goal for this year is to encourage a cheaper price point for more consumer demand.
“We are spending a lot of money on sampling and export demos,” he said.
Harvest for Envy will start about Nov. 1 and the marketing season is expected to conclude at the end of February, Nelley said.
The Envy also is a popular export apple, with report of a few cases pallets being air freighted into select markets at close to $100 per carton. Asian markets love the crunch and the flavor of the Envy, in addition to their ability for the variety to stay firm on the retail shelf, he said.
Nelley said Oppy offers about 15,000 cartons of organic Jazz and 9,000 cartons of organic Pacific Rose. Organic Envy volume, still in the process of certification, will first be marketed in two about years, Nelley said.
Some retailers have traded out granny smtih apples for Jazz apples, Nelley said, while others have switched out red delicious and put in the Envy variety.
“There is a limit (to how many varieties retailers will carry), but there is also right now a window of substitution,” he said. “Some of the old varieties go out and some of the newer varieties go in,” he said.
Total Produce ties
Louth, Ireland-based Total Produce has already bought 35% of Oppy and will have controlling interest in the company when it ramps its buy-in up to 65% in 2017.
European marketing manager Vincent Dolan of Total Produce joined Oppy marketing coordinations manager Karin Gardner in speaking about the partnership at Fresh Summit 2013.
“It’s our first foray into North America,” Dolan said.
But the two agreed Total Produce is taking a hands-off cooperative approach to the deal.
Total Produce hopes to bring its Near Field Communications technology to Oppy. Dolan explained the tags are like quick-response codes, only one needs to just tap a compatible device on the code, not scan it.
Total Produce’s Top Fruit Hub app went live Oct. 21 and Dolan said “it all centers on fun,” with its first application being a video showing a pumpkin being launched into space.