PORTLAND — The cider world — at least those who braved last week’s ice storm — came to Portland for CiderCon last week.

The theme of the American Cider Association’s conference and business expo was “Connecting to Consumers in an Age of Endless Choice.”

Keynote speakers Jan. 18 stressed storytelling to resonate with consumers.

Kait Thornton, a fourth-generation orchardist from Tonasket, Wash., and a recent Washington State University graduate, has about 500,000 social media followers.

She posts online to combat negativity and share about the farming industry, giving people a reason not just to buy fruit, but to support families.

“Think about your why. … Think about hard experiences. Think about joys,” Thornton said.

“Tell your story, even if you think it’s boring,” she said, because others will be keenly interested and social media is a powerful tool.

Randy Kiyokawa of Parkdale, Ore., who grows 150 varieties of apples, and a dozen purely for cider, told producers to consider what sets them apart.

“Let’s embrace the era of endless choice as an opportunity to connect more deeply,” Kiyokawa said.

Lara Worm, co-founder and CEO of Bivouac Ciderworks in San Diego, said a story is part of every great product.

Her cider is marketed with an outdoors vibe, with the idea of having a cider after an adventure – or atop a peak.

Cider, she said, had a public relations problem, even though it’s as approachable as beer, as nuanced as wine, and has more potential for growth than either.

Cider is diverse and can be enjoyed casually like beer or paired with food like wine, Worm added.

“There is a cider for every occasion,” she said.

Bubble Tax Act

U.S. Rep. Earl Blumenauer, D-Ore., received the ACA’s Apple Advocate Award.

He spearheaded the 2015 Cider Act, which provided tax relief for cider makers.

In a prerecorded video, Blumenauer announced he had introduced the Bubble Tax Modernization Act, which would amend a minor carbonation tax disparity for lower alcohol wine, cider and mead made with fruit.

A tax makes carbonating lower alcohol wine, cider and mead made with fruit cost prohibitive, according to an American Cider Association news release.

Carbonated grape wines have a current tax rate of $1.07 per gallon.

For lower alcohol fruit wine, cider and mead, that’s $3.30 or $3.40 per gallon.

Cider makers said the bill will level the playing field and enable innovation for their businesses.

Sourcing apples

During a panel discussion on sourcing apples, Kiyokawa told cider makers to communicate early with farmers to secure large guarantees.

“There are a lot of growers that are willing to work with you,” he said.

Andrew Byers, head cider maker and co-owner of Finnriver Farm & Cidery in Chimacum, Wash., grows his own intense cider apples, and encourages farmers he buys from to plant multi-use apples so they have other opportunities.

Pressing at the source can save shipping costs, as juice is easier to transport than bins of apples.

Panelists said sourcing locally reduces costs, provides more flexibility and creates a bioregional brand identity.

“There is terroir in those apples,” said David Blaize, an apple grower from Winchester, Va., and co-owner of Old Town Cidery.

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