On the eve of Ontario allowing beer, cider, wine and ready-to-drink alcoholic beverages to be sold in convenience stores, the province decided to give the cider industry an extra little push to get ahead.
On Sept. 4 at Thornbury Craft Co., the province announced a new $6-million Ontario Craft Cider Marketing Fund to be distributed over the next six years to help roughly 60 Ontario cideries get the news out about their products.
The fund was music to the ears of Thornbury Craft Co. president Derek Cartlidge.
“What it’s going to mean for our business and all businesses is getting out the word to consumers about Ontario craft ciders,” Cartlidge said. “It’s been our biggest challenge.”
Also as part of the announcement, the Ontario Craft Cider Association is receiving $89,200 to expand the DrinkON Apples Certification, which, when appearing on a can, indicates the cider contained within is made from 100 per cent Ontario-grown apples.
“I think that by getting that out there, we can really grow this industry,” Cartlidge said, adding there’s a specific reason Thornbury chooses to use nothing but Ontario apples when crafting its cider.
“We grow the best apples in the world. Why not start with the best?”
Brian Rideout, chair of the Ontario Apple Growers Association, was also on hand for the announcement, and said it will be a big deal for Ontario apples and all the farmers who grow them.
According to estimates shared at the announcement, there are 979 apple growers across Ontario, with South Georgian Bay being the largest apple-growing region in the province.
“It’s another use for a great product. It gives everybody that boost. It’s exciting for an apple grower,” Rideout said.
“It’s a venue to see our apples used in another way.”
The province also runs the Small Cidery program, which offers grants up to $220,000 for cidery businesses to hire more staff and purchase state-of-the-art equipment.
“These are great investments for our cideries, great investments for our apple growers, tourism operators and agrifood overall,” said Rob Flack, minister of agriculture, food and agribusiness, who was on hand for the announcement.
“We need to tell this story, louder.”
Simcoe-Grey MPP Brian Saunderson was also in attendance.
“We know ciders have a huge spin-off locally for our economy and ecosystem,” he said. “We want to ensure this industry has the future it deserves.”
