Issue link: http://read.dmtmag.com/i/668668
38 MAY 1, 2016 Good Fruit Grower www.goodfruit.com A group of Eastern and Midwestern U.S. growers, cider makers and others inter- ested in entering the hard cider business heard good news at a workshop at Penn State University's Lehigh Valley campus. Cider is growing. "If hard cider were a category of craft beer, it would be the No. 2 selling category behind IPAs," Carla Snyder, a Penn State Extension educator, said at the March work- shop in Center Valley, Pennsylvania. While the annual increase in demand for hard cider didn't reach the 71 percent it did in 2014, it still increased by almost 11 percent in 2015. The number of new cus- tomers also rose by 55 percent last year. Apple growers looking to break into the business also heard consumers are responding favorably to farm brands. "Large brands are still driving the market and they continue to boost their farm-image branding," Snyder said. Changing strategies The upward drive in demand in the U.S. market is predicted to run at 12 percent annually through 2020 and will be fueled by new cider varieties and new business launches, Snyder said. As a result, U.S. marketing strategies will likely undergo a change. "Look for tradition and culture of the beverages to become as important as taste profiles," she said. Inevitably, consumers tend to make comparisons between cider and beer and wine. As that trend increases, experts say growers and cider makers should look for consumers to transfer the same expectations they have for craft beer to cider. Making the most of ciderMAniA Marketers changing strategies to meet growing consumer demand. by Dave Weinstock "One year after I watched my neighbor save most of his apple crop with Orchard-Rite ®wind machines (while I lost three quarters of mine), I decided I should do something on my farm to help ensure that I have fruit to sell every year. I purchased three Orchard-Rite ® wind machines and placed them where I had good trees but couldn't set good crops because of frost. One year the tart cherry orchard where I have a machine that covers the lower two-thirds of the orchard yielded 3 times more cherries than the one-third of the orchard that was not covered. That one machine in that one year paid for itself and half of another.We were able to raise the temperature 4 to 5 degrees (Fahrenheit). We have since added four more machines. With Orchard-Rite ® wind machines we are able to have a more consistent crop from the top of the tree to bottom every year on both apples and cherries. We are very pleased with the service we get on the wind machines. The Superior Wind Machine Service guys give them the once-over every year, keeping them in top-notch condition for the upcoming season!" -- Bob Bush Bush's Apples New Era, MI "With Orchard-Rite® wind machines we are able to have a more consistent crop from the top of the tree to bottom every year on both apples and cherries." 6919 Kra Avenue Caledonia, MI 49316 Phone: 616-971-8177 Fax: 616-971-8178