One of the most innovative and exciting projects to come on stream in recent years has been Ballyhoura Apple Farm which is located at Clashganniv about 500 metres outside Churchtown village. Since the first of 4,500 apple tress were planted in 2006, Ballyhoura Apple Farm has developed into one of the pivotal players in the local food and drink industry. A joint venture between Maurice Gilbert, Martinstown and Gerry Murphy from Churchtown the business is run by Maurice Gilbert on a full time basis. The project involves growing of apples on the farm in Churchtown and adding value by converting the apples into a wide variety of products that are rapidly captivating the local market. Before becoming involved in the apple industry, Maurice Gilbert worked for many years in the construction industry firstly in Ireland before emigrating in the 1980s where he was to spend ten years in London and one year in New York before returning to Ireland in 1994.

One returning to Ireland, Maurice returned to the construction industry largely at  Churchtown in North Cork where he was the contractor for the construction of both the Padre Pio and the Windmill Nursing Homes. It was after building the Padre Pio home that he first came in contact with Gerry Murphy for whom he constructed  Boss Murphy’s and the Market House. This was followed by the injection of life into the village through the building of the first 35 houses on the Bruhenny development and later a village convenience store.

STARTING APPLE PRODUCTION

What started as a hobby and a sideline quickly because of economic necessity became a way of life and the main source of income for Maurice. In 2006, 1,000 apple trees were planted and by 2008, 4,500 trees had been planted. “We had seen signs of a downturn in the construction industry, but nobody could have foreseen the extent of it. At that stage I certainly did not see my future as an apple farmer but I am delighted that things worked out that way” explained Maurice.

Apple farming is a very volatile business and Gilbert was advised that approaching it as a hobby or part time would offer a better chance of succeeding. The Martinstown man concedes that fruit growing was a life long hobby of his, dating back three generations in his family. “My grandfather used to grow vegetables and fruit at home in Darnstown which my father, Jim, would then take to Limerick in the pony and car, to sell at the market there” Maurice recalled, “that was over 80 years ago.”
By 2009, it was very evident that there was little future in construction in the short or medium term, so a decision had to be made to concentrate on the apple farm. By now 9,000 bottles of apple juice had been produced and the business was confronted with finding a strategy to dispose of them. “We did not have a ready made market or indeed any market plans” Maurice admitted. Pictured left is Ciaran Gilbert at Clashganniv in Summer 2009. “Storing apples was not an option and the necessary storage was not available on or adjacent to the farm. According to Maurice the logical approach was therefore to get it bottled and once that was done, it had a shelf life of at least a year. This also afforded a window of opportunity to put a marketing strategy in place.

Con Traas an extensive apple farmer in Cahir, was recruited by Ballyhoura Apple Farm on a consultancy and he provided the invaluable advice on the type of trees to plant. He continues to be an excellent source of information and counsel for the business and on product development Con is always on hand to give advice.

MARKETING

Following some research it was established that the best approach was through farmers markets. “I had heard about Mahon Market in Cork and applied for a stall there only to be told that there was a two year waiting list for a space. However an unexpected vacancy came up sooner than I expected last September and we got that slot. Once there, the response was such, we were quickly satisfied that the farmers’ market route was the way to distribute our product.” Maurice explained.

Some time later, Gilbert was asked to become involved in efforts to re-establish Charleville Farmers Market with Sean Daly, James O’Doherty and Eileen Toomey. The Charleville Market was revived and shortly afterwards an invitation to be part of a new market at the Crescent in Limerick was taken as well as one for a fortnightly market at Listowel.

Through Ballyhoura Development and Claire Horgan, Ballyhoura Apple Farm was introduced to a number of shows including the National Ploughing Championships last September. “In was daunting because of the anticipated crowds and we did not know what to expect and we had no idea of what stock we should bring along. By 11.00am on the opening day, we had only two bottles of juice sold despite there being a huge crowd around. We had to be inventive, so we decided to sell juice by the cup and eventually disposed of 2,500 cups, if we had not come up with that inspiration, we would have been in trouble”, Maurice reflected.

Ballyhoura Apple Farm is now a regular feature of such events as Cappamore Show, Limerick Show and the recently established Ballyhoura Food Fair at Kilmallock where they have been involved since its inception.

PRODUCT DIVERSIFICATION

Ballyhoura Apple Farm continued doing the markets weekly and it became noticeable towards the end of 2009 that there was a fall off in the sale of apple juice as the weather deteriorated and got colder. Consideration was quickly given to diversifying into different apple products such as jellies, chutneys and sauces. “One day it struck me that perhaps a warm apple juice, something along the mulled wine idea may be the way forward” Maurice recalled.

This idea was investigated and with Arun from Green Saffron, a blend of spices was formulated and following trial and error, the product was on the shelf. It proved to be a runaway success. In the meantime a licence for cider making had been applied for and granted. This in turn led to the making of a by-product, apple cider vinegar that apart from being used in cooking and culinary also has considerable medical properties. It is reputed to have the capability of balancing the PH in the body as well as containing a natural antibiotic. It has many benefits both for humans and animals.

THERE IS HELP OUT THERE

Maurice is greatly indebted for the support of Ballyhoura Development in Kilfinane. “They have a wealth of knowledge that only comes with experience of dealing with small companies. They have been very forthcoming and encouraged me to complete several courses. Through them I have completed a Food Development course and currently I am taking a Direct Selling Food produce course; they also have a team of mentors who can help get your plans out of your head and down on paper, this is vital, they are the key to unlocking your hidden potential,” according to Maurice. He believes that what is important for anybody contemplating starting their own business is somebody to exchanges ideas with. “I have been lucky in that a long time friend James O’Doherty has been involved in the food industry with some years with his flavoured cheese enterprise at the Old Creamery in Effin, where he has been a great help with product, labelling and marketing and all aspects of the business. With his father Jim, he has shared his experience with me and pointed us in the right direction. You need someone likeminded to discuss ideas with.”

Maurice works very long hours in the business from early morning until late at night leaving very little time for other activities and could not do it without the support of wife Bernie, who look after the home and children thus affording him the opportunity to devote his undivided attention to growing the business.

FUTURE PLANS

Ballyhoura Apple Farm is a project that has two facets: 1) the growing and marketing of apples and apple based products and 2) the potential for developing the farm into a visitor centre. “Because of the economic downturn, the development of the farm as a visitor centre has slowed down but not stopped. In the meantime, we are working on product development and are now looking at producing flavoured apple juices, sauces, apple salad dressing, sweet and sour sauce and an apple and honey dip” Maurice explained.

REMAIN POSITIVE

Maurice Gilbert is a firm believer in positivity. This shines through in the manner in which he has made an almost seamless transition on the crash of the construction industry into apple growing and the production of apple products. “You have to remain positive, there are times when you will be cut down but you have to remember that nobody knows what is around the corner,  but you have to go round the corner to  find out” he said.

“People like those in Ballyhoura Development are always at the end of the telephone but you have to pick up the phone and they are there to help” he added.

Maurice Gilbert and Ballyhoura Apple Farm are a classical example of how to tackle what was a life changing event. In a very short time, a hobby has been transformed into an enterprise with great potential for growth.  Maurice was struck by the reaction of some of his customers who claim that the Ballyhoura Farm products have “that special taste that takes you back”.

Ballyhoura Apple Farm may be a fledgling enterprise but it on an upward spiral and is becoming an inspiration to people faced with the challenge of finding a new job or starting their own business. In spite of the recession and economic downturn “the Ballyhouras are holding firm”.  

You can contact Maurice Gilbert at +353 (0)87 274 1863.

* by Matt O’Callaghan (originally printed in Vale Star on 13th May 2010).