Which varieties of apples are most popular at the moment? “One of the most exciting new apples in the UK, and indeed the world, is Jazz ®, which now accounts for over 50% of production on my farm, mostly for Waitrose. One of my roles with WorldWide Fruit Ltd, is advising UK growers of Jazz® on best practice production techniques. Jazz® is a cross between Gala and Braeburn with a juicy peardrop flavour and an attractive red skin. Worldwide Fruit have exclusive marketing rights for Jazz® in the UK, and production is tightly controlled globally to balance supply and demand. Envy® is another variety which is increasingly popular across the world. It is a sister of Jazz®, which was also developed in New Zealand. I also grow Suffolk Pink and Winter Wonder varieties for Waitrose in smaller volumes.”
What are your predictions for future success? “We have high hopes for a new brand of apple called Kissabel®. For many years the global apple industry has been striving to breed a sweet apple with red flesh. Although there have been previous pink and red flesh varieties, they have tended to have an acidic taste, and so didn’t take off in the supermarkets. Kissabel® apples have both a deep red flesh and a sweet taste. The Kissabel® project is supported by partners from around the globe and is a breeding programme I have been actively involved with now for some time in my work for WorldWide Fruit . The first commercial orchards are now being planted in Europe, including on my own farm near Eye. Although the first harvests are (as you would expect) quite small, I predict that in a few years’ the Kissabel® brand will be well know by the UK consumer.”
And for the UK apple farming industry as a whole? “The industry continues to polarise, with larger growers focusing on large scale production of commodity varieties, with closer and closer links to their customers. But I believe there continues to be an an exciting opportunity for smaller entrepuneral businesses, working with dynamitic organisations like Worldwide Fruit Ltd, to produce specialist new varieties, which will excite the consumer and keep the apple category attractive and invigorated.
www.kissabel.com
www.jazzapple.com
Scrutton Bland have more than 100 years of experience in advising clients in the agricultural industry on financial matters, at every stage of their business. If you would like to talk to one of our agricultural specialists about the ways that we may be able to help please contact Nick Banks
on 0330 058 6559 or email hello@scruttonbland.co.uk
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