IntroductionBallyhoura Development, the rural development company operating across north Cork and east Limerick in south west Ireland identified artisan food and food skills as a key strategy for development. The region, with its strong history of dairying and agri food production underwent a wide scale restructuring in the early 1990’s resulting in redundancies across the area. The history and reputation of the area for food production area combined with local skills, new trends in food tastes and new market opportunities are now being harnessed under the Ballyhoura Food Strategy to grow the food sector.

Ballyhoura Apple FarmBallyhoura Apple Farm is run by Maurice Gilbert on a full time basis. The project involves growing of apples on the farm in Churchtown, Co. Cork and adding value by converting the apples into a wide variety of consumer products.

Before becoming involved in the apple industry, Maurice Gilbert worked for many years in the construction industry, firstly in Ireland before emigrating in the 1980s where he was to spend ten years in London and one year in New York before returning to Ireland in 1994. On returning to Ireland, Maurice returned to the construction industry largely at Churchtown in North Cork where he was the contractor for the construction of a number of very large projects.

As a hobby, Maurice was also working on the development of the Ballyhoura Apple Farm. Fruit growing was a lifelong interest of his, dating back three generations in his family. However, with a downturn in the

construction industry beginning to emerge what started as a hobby and a sideline quickly because of economic necessity became a way of life and the main source of income.

In 2006, 1,000 apple trees were planted and by 2008, 4,500 trees had been planted. By 2009, it was very evident that there was little future in construction in the short or medium term, so a decision had to be made to concentrate on the apple farm. By now 9,000 bottles of apple juice had been produced and the business was confronted with finding a strategy to sell the product. It was at that stage that Maurice approached Ballyhoura Development for assistance.

Ballyhoura Apple Farm

Ireland

www.ballyhouracountry.com

Adapting to theChanging Economic

Environment Case Study

ActivitiesBallyhoura Apple Farm has worked closely with Ballyhoura Development over the past 4 years and has participated in the following supports:• Food Business Planning, Advice and Guidance, Business Mentoring, information provided on food industry operations and the food retail industry, information provided on key contacts in the food industry, information provided on access to markets and introduction to such markets. Access to and completion of food industry training courses: Direct Selling Food Produce Training Course, Food Safety Training, Advanced Food Business Development Programme (1 Year, Part Time)• Introduction to and attendance at key food industry trade shows in Ireland, UK and USA.• Having specialist business and food support and mentoring close by to develop new product and marketing ideas.

SuccessesBallyhoura Apple Farm is a successful enterprise that is continuing to develop. The product range includes various Apple Juices, Mulled Apple Juices, Chutneys, Purees, Sauces, Salad Dressings and Dips. The company sells directly to the public at Farmers Markets and events nationwide and at the Ballyhoura Food Fair in Kilmallock, Co. Limerick every Bank Holiday Monday.

In 2010 Ballyhoura Original Mulled Apple Juice won a Silver Award winner at the Blás na hÉireann National Irish Food Awards and won a Silver Award for Mulled Apple Syrup at Blás na hEireann in 2012.

The future plan for Ballyhoura Apple Farm has two facets (1) the growing and marketing of apples and apple based products and 2) the potential for developing the farm into a visitor centre. Ballyhoura Apple Farm is also keen to explore export markets in 2013 and plans to participate in further professional development, training and marketing programmes.

The ‘A Taste of Ballyhoura Country’ Food StrategyA Taste of Ballyhoura Country, atasteofballyhouracountry.com, the area branding initiative for food producers in the Ballyhoura region launched in May 2012 and aims to showcase the region’s craftisan foods. The Brand is an initiative led and supported by Ballyhoura Development Ltd. developed in partnership with local food companies.

Ballyhoura Apple Farm is an active member of the A Taste of Ballyhoura Country Brand and as a member is currently completing the Ballyhoura Country Code of Practice for Food Producers. The code has special emphasis on traceability, identification and labeling all verified by independent assessment.

www.ballyhouracountry.com

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