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“The decline in consumption of apple cider
is a good example of challenges facing U.S. fruit and vegetable growers."
Matt Ernst
UK Agricultural Economics Extension Associate |
By Aimee Nielson
LEXINGTON, Ky., (Oct. 12, 2005) – For many people fall ushers in such seasonal
favorites as football, hayrides, pumpkin carving and fresh apple cider.
However, according to market research released by the NPD Group, a provider of
global and consumer retail information, fewer Americans are enjoying the taste
of cider these days. Less than 2 percent of Americans consumed apple cider in
2004.
“The decline in consumption of apple cider is a good example of challenges
facing U.S. fruit and vegetable growers,” said Matt Ernst, University of
Kentucky agricultural economics Extension associate. “Consumer preferences have
changed to favor juice, which is available year-round, rather than cider.”
Ernst noted that profits for U.S. juice apples, grown in the Pacific Northwest,
have been slim, mostly because of competition from lower priced juice
concentrate available from foreign exporters like Argentina and China.
Still, in Kentucky, apple growers have been able to squeeze out profits from
cider.
“In recent years, tobacco settlement monies have been used to fund
state-of-the-art cider presses in Bowling Green and Georgetown,” Ernst said.
“Located at farm orchards, these facilities use the presses to ‘flash
pasteurize’ cider.”
Flash pasteurization is a process that preserves taste and also eliminates the
possibility of bacterial contamination. Even though these presses are not
available at every orchard, all orchards in the area have access to them to
manufacture cider from their own apples.
“Kentucky orchards do face another challenge, however,” Ernst pointed out. “They
still have to get their cider into local supermarkets and other retail venues.”
As Kentucky orchards supply higher quality cider locally, consumers must decide
whether flash pasteurized local cider is a part of their shopping list this
fall.
Writer:
Aimee Nielson
859-257-4736, ext. 267
Contact:
Matt Ernst 257-7272, ext. 223
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