New apple variety set to revitalise the British apple

The risky business of apple growing is getting a shot in the arm this season, thanks to the £5 million investment by British growers in the JAZZ™ variety that is noted for its crisp bite, sweet flavour, pear-like aroma and bright colouration. The apple only accounts for one in 50 eaten at the moment but the plan is that sales will be worth £25 million in four years’ time.JAZZ™ is primarily grown in New Zealand, USA and France but the catchy name was suggested by the British technical director, Dr Drew Reynolds and British farmers have been very quick to invest in the ‘apple of the future’.Last year, over 200,000 trees were planted in Kent, Sussex, Herefordshire and Suffolk. Commercial Manager Gary Harrison said, “JAZZ is a variety that needs sunshine and the right kind of soil in which to flourish. It is always a relief at harvest time to know the crop is safe, in spite of hail damage from the many unusual storms this summer. We are looking forward to learning Gregg’s verdict on this year’s crop, which is our largest yet in the UK and the first time we have supplied significant quantities to our Tesco, Waitrose, M&S and Morrison’s.”The apple is being promoted by an extreme sports athlete, Tim Emmett, who gives motivational talks in secondary schools that include healthy eating messages. The company also sponsored a climbing event in Wales and Worldwide Fruit is set to work with a top chef to create new recipes. In addition, JAZZ™ is taking a stand at the BBC Good Food Show in Birmingham from November 28 to December 2.The Food Chain CiC at Leeds University proved that JAZZ™ apples created more ultrasound (scoring 7.8 out of 10) than crisps at 7.2 or biscuits at 6.8. Ultrasound is inaudible waves of sound that trigger a reaction in the brain which causes a sensation of pleasure. Professor Povey said, “It is probably that we are genetically disposed to appreciating cripness as a sign of freshness. Crisper foods tend to be fresher.”
More information: www.jazzapples.co.uk
Publication date: 9/21/2007