For the first time since Mountain Sun Juice closed its Dolores doors 14 years ago, local apple juice shipped out of Montezuma County in October, 2016. Montezuma Orchard Restoration Project produced and sold 2,200 gallons of Montezuma Valley Heritage Blend raw apple juice to hard cider makers in Denver, Boulder and Cortez. MORP used proceeds to purchase local heirloom apples, engage Montana’s NW Mobile Juicing, lease cold storage and processing facilities, ship juice and coordinate the project. Funded in part by a recently awarded USDA Local Food Promotion Program grant, MORP undertook this project to evaluate whether mobile juicing can help fruit growers reach juice markets. With the preponderance of juice apples in our orchards, market opportunity exists not only for hard cider, but for our fresh juice as well. Wouldn’t it be great if local apple juice could again be available in our own community?
We learned some valuable lessons in piloting this project. One of the most surprising was that health and juice regulations would not allow juice pressed on a mobile processor to be sold wholesale or retail, even when pasteurized. So we turned our efforts to press juice for hard cider which is exempt from regulations as fermentation effectively kills pathogens.
In order for Ryal Schallenberger of Montana’s Northwest Mobile Juicing to bring his mobile juice press to Montezuma County, MORP needed to guarantee we would have 800 bushels of apples to press. Knowing there was a bumper crop on the trees, and that one orchard alone could produce 800 bushels, we said sure; and when Ryal set a date in mid-October, a 12-day crash-course on juice manufacturing ensued.
MORP set a goal to pick 100 bushels a day. After our first day yielded 20 bushels, albeit with only three pickers, we got nervous. MORP put out a call to pay fruit-growers for picked and delivered apples, volunteer picking crews were organized and seven orchard owners opened their gates to mostly complete strangers. Over the course of eight days, 32 volunteers and four orchard owners picked, shook, and packed 32,000 pounds of apples. Over and over we heard old-timers recount, “on a good day, so-and-so could hand-pick 100 bushels”. We were humbled by our fruit-growing pioneers.
Picking apples was one thing. What about selling juice? How would we price juice in a market ranging from $1.50 to $9.00/gallon? Where exactly does one put 800 bushels of apples and how do they get there? Furthermore, how do we move a tote of juice weighing 2,600 pounds, and how do we get six of them to Denver? Thanks to years of getting to know old orchards, their people, and folks in the cider business, we knew who to ask. The juice sold out, and box-by-box, MORP purchased and borrowed wooden fruit crates, 20-bushel bins and milk crates. We borrowed trucks, trailers, barns, rented a loader and leased a forklift, tractor, warehouse and cold storage from Russell Vineyards to finish the job. Well, almost. There was still that question of getting 10,400 pounds of juice to Denver, after numerous unsuccessful attempts at sourcing a refrigerated truck. But as luck would have it, Lang Livestock had just purchased a truck from our friends at Geisinger Feed. They shipped the juice on an open-air flatbed at night to keep it cool. How happy we were envisioning a 75’ Kenworth semi delivering Montezuma Valley Heritage Blend apple juice in downtown Denver early the next morning. Next time, we envision the truck being full.
MORP is grateful for everyone’s generosity and confidence, and the true community effort it took to accomplish this project. Let us do it again!
Completed Needs Assessment to study feasibility of MORP purchasing a mobile press for use in our heritage orchards:
The market has returned for Montezuma Valley Fruits with consumers desire for the taste and heritage our local apples represent. Click links below describing market opportunities and challenges in the following documents 1) Montezuma Valley Apple Market Study, 2) Needs Assessment for Mobile Juicing Unit, 3) Feasibility Study for Mobile Juicing Unit, and 4) Business Plan for Producing Apple Juice with a Mobile Juicing UnitFinalrev - Updated MORP Market Study - January 2018
CapLog - MORP - Needs Assessment - Final - Updated Jan 17
MORP Feasibility Study - Feb 5 2018 copy 2
http://montezumaorchard.org/wp-content/uploads/2016/09/MORP-Feasibility-Study-Feb-5-2018-copy-2.pdfFinalrev - MORP Biz Plan - Mar 26