Taking a Bigger Slice of The Premium Apple Segment With Envy

The Envy™ apple is poised to deliver on shopper demand for the “ideal eating experience” * with beautifully balanced sweetness, orchard fresh crispness and delightful satisfying crunch, 365 days a year.  

Envy™, the New Zealand-born varietal with year-round production in Washington, Chile, Europe and New Zealand, is set to increase its 2019/2020 domestic conventional volume by nearly 40 percent versus last year, with organics growing by more than 50 percent.

With considerable year-on-year production spikes forecast through 2025, ultimately harvesting 150 percent more fruit than this coming season, Envy™ is elevating to a mainstream premium status at retail, through strong year-round availability and effective merchandising and promotional opportunities.

Supporting its volume push, the Envy™ crop promises a high-quality apple – a mild Washington summer placed little stress on the fruit, following a cold spring – and smaller size profile; which, for Envy™, is ideal. 

Envy™’s crop status, coupled with shopper propensity emphasized by recent independent research rating Envy™ as the most sweet, fruity, juicy and crisp apple vs. alternate varietals* – has Auckland, New Zealand-based T&G Global, the owners of the Envy™ seed and brand, and its North American sales agents – Oppy, CMI Orchards and Rainier Fruit Co. – feeling optimistic about the season.

“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 NZ import season,” said Chris Willett, general manager at EnzaFruit Products, Inc., T&G’s Wenatchee, Wash.-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.”

Vancouver, British Columbia-based Oppy is enthusiastic about partnering with customers to deliver targeted, sales-driving in-store programs. 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.

“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% of the premium apples segment**.

“We believe it can perform even better with consistent placement and the exciting, customer promotions planned for the season.”

JAZZ™, Enza’s tangy variety known for its crunch, also is making strides this season, particularly organically. JAZZ™’s growth is organic driven, at 60 percent versus last season, and should be available now through March. JAZZ™ traditionally sizes smaller, and this season is no different, making it the ideal snacking and lunchbox apple. Bagged programs will be prevalent and can be customized for the trade.

Meanwhile Pacific Rose™, the large, pink- skinned, sweet apple favored in export markets and niche domestic opportunities, rounds out the T&G portfolio from Washington. With this loyal and widespread following, Pacific Rose™ is well placed for winter holiday promotions.


About T&G Global: New Zealand-based T&G Global works with passionate growers around the world to produce, sell and deliver the highest-quality fruit. We love our food, so we’re constantly exploring ways to make it more sustainable, fresh and delicious, to help people lead healthier lifestyles. T&G is a leader in the premium apple segment with its Envy™ and Jazz™ branded varieties.   

About Envy™: Envy™ is a trademarked brand that refers to the Scilate apple variety. It was developed in New Zealand by Plant and Food Research and was patented in 2009 – the same year T&G, which owns the Envy™ trademark, began distributing in the U.S. via its marketing partner Oppy. Envy™ is now grown under license by T&G in New Zealand, the U.S., Chile, Asia, the UK, France and Australia. Envy™ is marketed in the U.S. by Oppy, CMI Orchards and Rainier Fruit Company.