Science Drives Horticulture’s Progress and Profit - Horticulture: Plants for People and Places - page 41

Fig. 2.1 is a diagrammatic representation of the time-line involved in the breeding and develop-
ment of Jazz TM apple. Global development of such new cultivars involves securing intellectual
property protection, through the use of plant variety rights, in order to deliver an appropriate return
on the costs of development. The time from initial crossing to commercial production can exceed
20 years. Since 2006 the cultivar has become significant within industries in a number of countries
including New Zealand, Italy, France, the USA and the United Kingdom (Source: The New Zea-
land Institute of Plant and Food Research Ltd)
Tailoring Husbandry to Market Requirements
Modern societies expect that the supply of fresh produce will be free from harm-
ful pesticides and safe for human consumption. Significantly, supermarkets require
such produce to meet critical standards that are set to have pesticide residue levels
at barely detectable amounts. These fruit and vegetables are typically produced by
methods such as Integrated Fruit Production (IFP). The New Zealand apple industry