T&G Global Encourages Retailers to Take a Bigger Slice of the Apple Category with the Envy™ Apple
WASHINGTON - I can always tell when fall has begun, not by the changing of the leaves, but by an apple-filled Instagram feed! One apple that has shaken up not only my feed, but the industry at large is the Envy™ apple, which T&G Global is anticipating will deliver on the “ideal eating experience” with a beautifully-balanced sweetness, orchard-fresh crispness, and delightfully-satisfying crunch. With the season looking bright, T&G Global and Envy’s North American sales agents, Oppy, CMI Orchards, and Rainier Fruit Co, are all feeling optimistic about the season. Here’s why…
“The growing season finished well, and harvest is underway; so far, the fruit coming off the trees looks excellent and should enable a smooth transition from a strong New Zealand import season,” said Chris Willett, General Manager at EnzaFruit Products, T&G’s Wenatchee, Washington-based branch. “We feel Envy demand—customer and consumer—has escalated during the last few years, and our research helped confirm it rises to the always evolving shopper preference; a unique sweet/tart balance, firm and juicy texture, and beautiful white, interior flesh.”
This past year, a mild Washington summer following a cold spring placed little stress on the fruit and, as a result, the Envy will be offered with a smaller size profile—ideal for the variety. According to a press release, the larger crop and Envy’s leading storage abilities mean a consistently fresh Washington experience—supported by summertime import fruit—for the robust, year-round shopper demand. In addition to Washington, the New Zealand-born varietal also experiences year-round production in Chile, Europe, and New Zealand.
On top of a great growing season in Washington, the Envy is also expected to increase in volume: with 2019/2020 domestic conventional volume expected to increase by nearly 40 percent and organics by more than 50 percent, compared to last year. Year-on-year production spikes are also forecasted through 2025, with 150 percent more fruit expected to be harvested this season. These volume increases will elevate Envy to a mainstream premium status at retail, bolstered even more by strong year-round availability, merchandising, and promotional opportunities.
Over in British Columbia, Oppy is also excited about the Envy apple’s upcoming fall season, noting targeted, sales-driving, in-store programs as ways to capitalize on the increased volumes.
“As always, there’s great anticipation among our customers for the fresh-crop Enza varieties,” said Roger Aguirre, Oppy’s Apple Category Director. “Envy continues to shine, and provide clarity, as a category driver in the crowded apple set. It is the No. 2 apple in the category for YOY-dollar and—volume gains, with only near 5 percent of the premium apples segment. We believe it can perform even better with consistent placement and the exciting, customer promotions planned for the season.”
But the Envy apple isn’t the only variety T&G Global is expecting to lead the category this fall. The JAZZ™ apple, available now through March, is also one to watch as it has grown 60 percent versus last season in the organic category. Due to its smaller size, JAZZ is the ideal snack or lunchbox apple, with bagged programs taking a front seat this fall.
Pacific Rose™—a large, pink- skinned, sweet apple favored in export and niche domestic markets—rounds out T&G Global’s Washington portfolio, with the company expecting the variety to take the category home for the winter holiday promotions.
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