Apple growers worried to the core over slump in cider sales

THE cider industry has been plunged into crisis, with sales plummeting due to the pandemic.

Much of the apple harvest could be left to rot following a dismal year capped by the cancellation of lucrative summer festivals.

After pubs closed in the original lockdown, the loss of music and arts festivals has left cider makers with tanks still partly full from last autumn’s harvest.

As a result, some are only taking part of this year’s crop from their growers, which means apples are left to rot, and could lead growers switching to different crops to survive. Expert Gabe Cook, who is leading the Discover Cider campaign, said: “It was a good harvest this year but because of everything that has happpened, the volume of cider sold has been signifi significantly reduced.

“In the early days of the first lockdown, when pubs were closed, a significant route to market for a lot of makers ceased to exist. The lack of summer events has also been a loss.”

The drastic fall in demand has hit makers reliant on high-volume sales the hardest but prod ducers of high-value, low low-volume cider have fared better.

Mr Co Cook said: “We have seen a lot of entrepreneurial spirit – with online shops and consumers seeking out things they have not tried before, like cider. Plus we have seen cider drinkers searching a little further afield to try new ones. So some of the smaller makers have actually done quite well.”

Ali Tapper, of Norton Cider Growers Association, teamed up with the National Farmers’ Union to research the impact of Covid-19 restrictions on the industry.

She wants more makers to work with their growers to help them survive the current lockdown and any that follow next year.

She said: “We will still have a 2021 crop but, although it’s hard to do, makers should work with the growers to restructure orcharding.”