Envy and Jazz in good position to promote, Oppy says
Despite the leaner crop of apples in Washington, Envy and Jazz variety apples should be in good positions for promotion in the next few months, says Roger Aguirre, director of apples and pears for Oppy.
With an apple program that spans the globe, Oppy offers popular mainstream favorites such as gala and fuji as well as club varieties like Envy and Jazz, he said.
“While the Washington crop is down as a whole, we’re thrilled to have some of the best apples out there to offer our customers and their shoppers,” Aguirre said. “We’re encouraged by their movement and momentum, even in this challenging time, to continue bringing strong returns to our growers.”
Apples are at the root of Oppy’s history. The Oppenheimer Group partnered with BC Tree Fruits in 1930 to sell apples and stone fruit, introducing granny smith apples to North America in 1956. That was followed by New Zealand apple favorites in the following years through its partnership with T&G, Aguirre said.
More than 3 million boxes of apples run through Oppy’s program annually, from both the Northern and Southern hemispheres, with plans to rapidly expand in the coming years, he said.
“We’re really excited to have promotable volumes of Envy, with some really great large sizing and bag opportunities,” Aguirre said.
“Our marketing team is hyperfocused on promotions that move the dial,” he said. “We have worked on a variety of exciting opportunities and trials throughout the years — but at this time, it’s all about being savvy and getting that return on investment.”
T&G is focusing on attracting consumers to Envy apples for Valentine’s Day, he said, with easy, elegant recipes and a dedicated microsite linked to social media activity.
Based in New Zealand, T&G is a global fresh produce company with investment in Oppy’s U.S. company.
Envy is a registered trademark owned by the T&G group of companies. Developed in New Zealand and was patented in 2009. Envy is grown under license by T&G in selected prime apple-growing regions across the globe.
“Envy is the ultimate apple for its sweet taste, crunch, aroma and appearance,” Aguirre said. “It has a ruby red color and bright white flesh that resists browning when cut — the only apple you should choose for your charcuterie boards.”
Jazz variety apples also should have good promotion opportunities, he said.
“I have zero concerns about the exciting promotability opportunities of these apples,” he said. Jazz is tangy-sweet with a super crunch and excellent keeping quality, Aguirre said.
Inflation effect
Aguirre said the effect of consumer inflation has “evolved” shopper baskets. Still, he said many informed consumers choose premium proprietary varieties like Envy and Jazz rather than trade down to less desirable varieties, he said.
“We have such amazing, high-quality apples to offer the marketplace,” he said. “T&G apples are grown and packed to the same specifications at every orchard around the world so consumers can be reassured that standard will remain the same and can always depend on a consistent eating experience for years to come."
In other news at Oppy, Aguirre said the company will bring UP Vertical Farms baby leafy greens to the market within the next few months, being Oppy’s first-ever vertical farming partnership.
