If you work at a cidery, you're probably all too familiar with the question: how to keep customers engaged with, and invested in, your brand?

The answer? In as many ways as possible. If you're fresh out of ideas, it might be time to think outside the (taproom) box.

Enter: an apple tree adoption program.

 

WHAT IS IT, EXACTLY?

Most of the search engine results from orchard-based programs look something like this:

  • Orchard dedicates a page of its website to the adoption program
  • Adoption page describes the program (what a sponsor pays per year, how that covers tree maintenance, whether sponsor can visit or prune their tree)
  • Applicant fills out a sponsorship form for submission (contact/payment info, how they want to name or dedicate their tree, etc.)
  • Once adoption is approved, the sponsor receives a picture and/or location map of their tree and/or ownership signage at the tree site
  • Adoption sponsorships can last one year or be renewed annually

 

WHY TRY?

As someone who has adopted a cider apple tree myself, I can attest that it's a meaningful way for cider lovers to invest in the cider community. I may not have pets or kids of my own, but I sure brag about my little tree as if I had raised it. By giving your fans this small gesture of a stake in your company, your cider community can grow that much closer.

 

 

ORCHARD OPTIONS

Don't have your own orchard? Don't sweat it. If you source your apple ingredients from an orchard that isn't owned by your cidery, an apple tree adoption program might still be a win-win-win—for you, your supplier, and your fans. Reach out to your orchard partner and ask if your cidery can facilitate an adoption program for their orchard. Think of it as a supplier-producer collaboration that makes consumers feel included, too.

I know what you're thinking: even if you do grow your own apples, most modern orchards are set up in a high density, trellis-like system, not in the big trees of our cultural imagination. But a "tree" adoption program can still work! The key is to organize and identify the sections of your apple rows in a way that you can track and label the adoptions for sponsors. Be sure to post example pictures of these tree plots in your adoption program description so sponsors know what to expect. This can be a great opportunity to educate your customers about how apples are being grown and maintained for cider, especially if you include descriptions of the different varietals and their characteristics.

 

EXAMPLES

  • Schutts Apple Mill: families who adopt a tree can visit the orchard to "meet" the tree, label it with a family name plate, and tour the farm
  • Curran Apple Orchard: sponsors can choose between "pruning adoptions" (where they prune/thin/harvest their own tree) or "supporter adoptions" (where volunteers handle the maintenance)
  • Black Jaguar Foundation: for each tree adoption, the sponsor can donate an apple or pear tree to their foundation, and also has the option of picking apples during the harvest season
  • Ela Family Farms: this all-inclusive program has options for everyone, whether those who can only contribute $5 ("seeds of change") or those who invest at the $299 level (CSA Members)
  • Philly Orchards: this program suggests adopting an apple tree for any occasion ("a wedding, birthday, holiday, graduation, or anniversary")—with the reminder that each tree can feed its community up to 100 lbs of fruit annually for decades to come.

 

MAKE IT YOURS

These kinds of programs are more fun when each cidery brings its own creative spin:

  • Host a taproom event to celebrate the launch of your adoption program
  • Have a cider club? Market your tree adoption program in a similar way (think perks, incentives, and cider swag)
  • Leaning toward seasonal? Try pushing the program in the fall, when orchards are more likely to attract visitors
  • Don't forget that trees make a meaningful gift! Try an on-brand gift certificate, especially when the holidays draw near
  • Apple tree adoptions aren't just for individuals. Promote your program to families and groups, too.
  • Partner with a local college or university to bring student research to your orchards (in the spirit of the Boulder Apple Tree Project)
  • Post names and profiles for your trees to show off their personalities and pair them with the right people

 

Your inspiration need not stay within the apple realm, either. General tree adoption program examples are everywhere, which might give you more ideas about how to frame your program materials and process.

 

NEXT STEPS

Does your cidery have an apple tree adoption program in place or in process? We'd love to hear about it. Feel free to contact us below or place an order for your fruit ingredients. 

 

Syrah "Sy" Linsley is the manager of Old Orchard's bulk supply program, which primarily serves the craft beverage industry with craft juice concentrates. Her passion for fruit-forward beverage evolved from the three years she spent as a fruitarian (only eating fruit) as well as the few years she worked in product development and fermentation. The highlight of Sy's day is to connect with craft beverage makers, so don't be shy: schedule a "Taproom Chat" or hear back from her through our contact form.

 

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