Surveying the Research and Extension Needs of U.S. Cider Apple Growers and Cider Makers

Since 2011, commercial cider producers throughout the U.S. have gathered at an annual trade show and educational conference in Chicago, IL called CiderCON. In both 2013 and 2014, university researchers have attended CiderCON to present findings from their research programs and to survey cider makers and cider apple growers about their research and extension needs. These surveys were conducted during the opening Plenary Session with the use of TurningPoint (Turning Technologies, Youngstown, OH), a PowerPoint-based, real-time survey instrument. One representative from each prospective or existing orchard and cider company was provided a clicker and asked to respond to multiple-choice questions that were projected on large screens. Other attendees, such as vendors, media representatives, researchers, and support staff did not participate in the survey but everyone was able to see the response to each question. Respondents were first trained in the use of the clickers with a sample question and given the opportunity to resolve technical issues before the actual survey began. In 2013 there were 64 respondents, and in 2014, there were 105 respondents. Survey questions were only slightly modified between 2013 and 2014, so that year-to-year trends could be monitored. Averaged over the two year, we found that 90% of respondents indicated they would like more research by university scientists into cider/perry production, 91% were willing to participate in research experiments in their orchard or cidery, and 56% were willing to fund research that targeted their needs. Respondents felt the research that would most benefit their business included fermentation issues (18%), final product quality evaluation (15%), storage and packaging techniques and management (13%), cultivar and rootstock trials (13%), cider orchard management (11%), juice quality improvement (11%), and economic feasibility and consumer preference (8%). When seeking technical information about growing apples or making cider, the majority of respondents searched the internet (25%) or contacted a colleague (25%), referred to their reference books (16%), contacted a university specialist (11%), posed questions to listserves (10%), or contacted a private consultant (6%). Respondents felt their business would benefit most from workshops on cider fermentation (26%), workshops on growing apples (16%), printed university information (13%), visits with university specialists (18%), university websites (17%), and private consultants (11%). Our findings show that the needs of this burgeoning industry are diverse, strengthening our need to use a multi-disciplinary team of researchers and extension specialists.