British JAZZ Apple celebrates 20th birthday with orchard banquet
8th November 2025
With harvest season in full swing and orchards bursting with colour, some of the UK’s apple growers took a well-earned pause to raise a glass to 20 years of growing JAZZ apples.
Celebrating along with brand ambassador and Olympian Jazmin Sawyers, the event marked the start of a year-long celebration honouring the people behind the success of British JAZZ.
What began in 2005 with a planting of 200,000 trees, the variety has since blossomed to become the fifth largest apple variety in the UK.
Worldwide Fruit’s commercial director, Hannah McIlfatrick, said: “It’s been a phenomenal 20 years for British JAZZ, which has delivered a truly unique apple in JAZZ, with its tangy sweet and ‘aways refreshing’ flavour. It’s a testament to the passion, skill and foresight of our incredible growers and a catalyst for higher standards, innovation and continuous improvement across British orchards.”
Good for consumers
British JAZZ apples have broadened the choice for UK shoppers and extended the domestic apple season, with availability from November through to July.
Their distinctive tangy-sweet pear-drop flavour, crisp bite, and juiciness have set a new benchmark for British fruit — helping British apples disrupt the market and offer a premium variety.
A consistent standout at the National Fruit Show, JAZZ has claimed the ‘UK’s Tastiest Apple’ title eight times, earning a loyal and enthusiastic following among consumers and growers alike, the company said.
The JAZZ Foundation has since donated over £50,000 to individuals, youth groups, schools, and sports clubs. The brand was also present at major events, from the BBC Good Food Show and Taste of London to The Big Feastival.
Growers celebrate with JAZZ
Now cultivated by 27 growers across Kent, Norfolk, Essex, Gloucestershire and Herefordshire, British JAZZ has grown from that original planting to over one million trees nationwide.
Its success has reinvigorated orchards, driven investment, and provided a lifeline for growers during challenging economic periods – sparking renewed interest in British apples and paving the way for other exciting new varieties.
Grower Robert Hinge, who hosted the Orchard Birthday Banquet in Sittingbourne, Kent, said: “In 2004, a hailstorm devastated my crop, and my income was in tatters. Worldwide Fruit gave me a lifeline with the chance to trial new varieties.
“When I first tasted one, I was blown away – and I knew I had to grow it. Twenty years on, the JAZZ effect has completely transformed British orchards and given growers a renewed sense of purpose and pride.”
To mark the 20-year milestone, British JAZZ will launch a special anniversary recipe book and appear at both the BBC Good Food Show and the National Fruit Show, rounding off celebrations ahead of an exciting 2026 season.
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