For orchard-owning cideries navigating an increasingly unstable apple economy, long-term sustainability may lie in doubling down on heritage practices and local sourcing — and proving to their peers that cider can be a viable path forward for growers.
“We’re at a turning point in the apple industry,” said Ben Wenk, owner of Ploughman Cider and a seventh-generation fruit grower in Pennsylvania’s Adams County. “The commodity market is in rough shape, but that disruption also creates an opportunity for those of us willing to rethink how we use our fruit.”
With export markets gutted by tariffs and domestic apple consumption declining steadily, many growers are left with fewer options to move fruit. Traditional packer relationships and processing contracts no longer offer the stability they once did.
That’s where Wenk sees the craft cider sector stepping in.
“Cider is no longer an afterthought,” he said. “It’s an outlet with potential, especially for specialty varieties that don’t always fit the fresh market model. But growers have to see proof that this is a worthwhile investment — and that starts with us.”
Ploughman, which sources nearly all of its apples from its own orchards, has leaned into showcasing cider-specific cultivars and leveraging its farm’s story as part of its brand. Wenk said he believes grower-cideries are uniquely positioned to set the tone for the future — not just through marketing, but through transparent operations and responsible stewardship.
“We’re trying to lead by example,” he said. “When other growers see a working model, they might consider planting bittersweets or sharps. But that shift takes trust and capital. It’s on us to build both.”
That approach is resonating beyond the orchard. For Atomic Dog Hard Cider, just a few miles down the road in Gettysburg, Kat Gregory said they are seeing increased consumer engagement around orchard sourcing and sustainability.
“As a small-town cidery, our community is curious and proud about where our apples come from,” said Gregory, the brand’s Social Media and Events Manager. “People want to support local agriculture — they just need to be invited into the conversation.”
Gregory regularly fields questions from customers on social media about the company’s sourcing practices and apple varieties. It’s become a core part of their outreach strategy.
“We’re not just selling cider — we’re telling a story about heritage orchards, small growers, and how local sourcing creates a positive feedback loop,” she said. “Our cider supports their farms, and their apples enhance our product.
“Everyone wins.”
Gregory said that highlighting heritage fruit has become a clear point of differentiation in Atomic Dog’s marketing, helping reinforce quality and build loyalty.
For cideries that own or work closely with orchards, the challenge often lies in weighing the long-term maintenance of older trees against the investment of replanting. While some preservation funding exists — often through agricultural grants or local land-use programs — Wenk noted that navigating those resources can be complex and often inaccessible for smaller operations.
READ MORE: Why the Cider Industry Should Emphasize Sustainability
Still, both Wenk and Gregory agree that investing in traditional orchards isn’t just about nostalgia — it’s a strategic business move with a long-term payoff.
“If you’re a cidery that controls your orchard, you’re sitting on an asset that can’t be replicated by commodity buyers,” Wenk said. “Lean into that. Make cider that reflects your land, your legacy, and your local market. That’s something the big players can’t touch.”
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