Apple Grower Research and Extension Needs for Craft Cider

Abstract

Hard cider is an important and growing part of the U.S. beverage market. Previous research suggests there is an opportunity for growers interested in selling locally grown cider-specific apple (Malus domestica) varieties. However, cider apple growers face production, distribution, and marketing challenges. This article fills a gap in the literature using survey data from four states. We find that growers are interested in expanding cider apple production to supply local craft cider makers, but may be constrained by gaps in current production information, such as how to grow cider varieties. Uncertainty about the regional suitability of different varieties, disease management, and the willingness of cider makers to pay a premium for cider apple production constitute significant concerns. Survey respondents most commonly requested information on horticultural qualities of varieties and disease management. Top marketing needs include the ability to garner premium prices. A regional “terroir” approach to cider marketing holds promise.