News and Features

Apple Juices listed by Waitrose

more growers needed

Somerset Orchards, a company of independent cider orchard owners, launched their innovative single variety cider apple juices at The Levels' Best Market at Montacute House in December last year.  Although some cidermakers sell apple juice, this was the first time that single variety Cider Apple Juice had been promoted as a stand-alone product.

The new brand is the climax of four years’ development during which the 20-member group experimented with six different single varieties of cider apple before concentrating on two of the most tasty – Kingston Black and Browns – to sample.

“The pilot was hugely successful,” says Rosie Inge, a founding member of the group. “Tastings were blind and people genuinely found the cider juice a refreshing change from the cloying sweetness of the typical supermarket blend.  They were surprised that their expectation of a bitter taste was quite wrong:  in fact it is fresh, full and fruity with a definite and delightful cider zing in the aftertaste.”

"Demand has been so great that we are now looking for more orchard owners to join the co-op, particularly those with a few Kingston Black or Browns apple trees"

Somerset Orchards submitted Kingston Black and Browns varieties for the 'Made in Britain' awards and were delighted to make the final. “I know we have a brilliant product, and I know that what we are doing is absolutely right, in wanting to save the traditional Somerset countryside of cider apple orchards, but to make it to the last 18 is a great thrill,” said Rosie.  "We didn’t win £5000 sadly, but Waitrose was so impressed with all 18 finalists that they are going to stock our cider apple juice!!!  There are a few hurdles to get through before the bottles will grace the shelves, but I’ll let you know when that will be."

Waitrose joined forces with Country Living Magazine to launch the Made in Britain Awards. They wanted to reward food companies that really stand out from the rest - producing the finest British fare, using traditional skills, innovative production and an emphasis on true quality.

A panel of judges from Waitrose and Country Living Magazine worked to decide who should be awarded the prestigious title of Made in Britain Food Champion of the Year, winning £5,000 to develop their business, and a guarantee from Waitrose to stock their product.

Though the Somerset Orchards group has gelled around a powerful marketing proposition, they first came together in crisis.   In the 50 years before the first meeting, the county had lost 50% of its orchards.  Avalon means “Isle of Apples” in the tongue of its Iron Age inhabitants, but in the new century cider orchards occupied only 0.4% of the land-mass.

“There were three catalysts for change,” remembers MD Terry Andrews: “the first was that some members were coming out of contract with the big cider-makers; others needed a regular market for their smaller orchards and all agreed that they wanted to maintain the traditional Somerset landscape of cider apple orchards. 

“Demand for cider shot up when Magners was launched with a £22million advertising spend and it became chic and young.  Articles were written not only about the drink but the previously ignored local bounty on our doorstep.  Over time, 156 different varieties of cider apple have been grown in Somerset – and many are being revived as interest in single varietals grows."

Somerset Orchard Juices are available at The Levels' Best Marketplace

See our article on Levels' Best