Trust in new Cider MarkNews
Cider Australia has launched a world-first trust mark for craft ciders to educate consumers about the quality and origin of ingredients and help them make more informed choices when buying cider. Hort Innovation has teamed up with Cider Australia to drive use of Australian Apples and Pears in Cider.
The ‘Back to Earth 100 per cent Australian Grown Trust Mark’ aims to promote authentic ciders made from 100 per cent Australian grown apples or pears.
This trust mark has been developed with the support of funds from the Australian Government’s $50 million Export and Regional Wine Support Package, and the promotion of the trust mark has been supported with funds from the Australian Apple Marketing Levy, managed by Hort Innovation.
Raising consumer awareness of the widespread use of imported concentrates is a key industry priority identified in the Apple & Pear Strategic Investment Plan 2017-2021 (SIP). According to Roy Morgan, 11.4 per cent of Australians consume cider, which has increased from 11.1 per cent 5 years ago. According to the SIP, around 85 per cent of Australian ciders utilise imported juice concentrate. The potential impact on the apple and pear markets if cider producers switch to Australian grown juice is significant. According to Cider Australia, if just one of the mainstream products currently made with imported concentrate switched to local juice, this could help lift Australian Apple consumption by 10 per cent.
The primary objective of the 100 per cent Australian Grown Trust Mark is to enable Australian cider producers to differentiate products made from Australian grown juice from those made from imported juice concentrate, allow cider consumers to make informed purchasing decisions based on the origin of juice, and raise overall consumer awareness of the prevalence of imported concentrate in “Australian Made” ciders.
“Authenticity is very important to our industry,” commented Sam Reid, Cider Australia president and craft cider producer. “The trust mark will help consumers to recognise what makes Australian craft ciders unique – a premium beverage made with 100 per cent Australian grown apples or pears. This initiative also aims to drive significant growth for the Australian craft cider community, raising its profile both domestically and internationally.”
In order to use the trust mark, producers must be a member of Cider Australia, and product must be validated as 100 per cent of apples and apple juice concentrate and pears and pear juice concentrate grown in Australia. Users of the Mark can display it on packaging and labels, marketing collateral, websites, taps and other materials including promotions through social media. Additionally, retailers and marketers such as bars, pubs and restaurants can display the mark on menus, point of sale material, or when holding special events.