Serving up a safari with flavour

The Hardanger Cider Producers’ Association was founded in 2003, when only three producers held production licences. In 2009, ‘Sider frå Hardanger’ was granted protected geographical indication status, and today Hardanger is home to 23 professional licensed cider producers.

- It is our holistic approach, encompassing nature, culture, food and drink, that makes us attractive. Receiving the 'Business Development Award in Agriculture for Vestland 2021' is a wonderful recognition of what we have achieved together, and rewards those who are able and willing to collaborate, says Kjetil Widding, head of the Hardanger Cider Cluster, adding:

- We are extremely grateful for the Business Development Award and delighted that our cluster initiatives and collaborative approach are bearing fruit.

The cider cluster has developed and commercialised partnerships between farm-based experiences, transport companies and local hotels. The main attraction is a boat safari that includes visits to farms, cider tastings and locally sourced food. The modern hybrid vessel Vision of The Fjords currently operates these tours, but the long-term goal is to launch a dedicated hydrogen-powered cider boat. Work is under way to have it operational within two to three years.

The tourism products have been well received, despite two peak seasons affected by COVID-19 restrictions. A shared goal and effective platforms for collaboration have proved key to their success.

'The idea has always been that collaboration creates more growth and value in the cider industry than each producer working separately. The initiative is not built around a single major player, but brings together 23 producers from across Hardanger,' Widding says proudly.

'The Hardanger cider cluster creates significant benefits for cider producers, the tourism industry and other businesses in the region. Today, the cluster is an important hub for expertise and development, and cider production in Hardanger would not be where it is today without the constructive and productive collaboration within the cluster,' says Nina Broch Mathisen, Regional Director at Innovation Norway Vestland.

The cluster also helps recruit people to fruit farms in Hardanger, creating a strong sense of optimism among fruit growers and in local communities across the region.

The participating businesses are in a strong financial position. They have taken action, and many have emerged from the pandemic stronger by launching innovative collaborative projects such as cider safaris and farm visits.

'The Hardanger Cider Cluster scores highly for innovation and collaboration across different industries. The cluster has brought expertise and optimism to the entire region during the challenging coronavirus pandemic, when society was partly shut down,' adds Broch Mathisen.

Looking ahead, the cluster plans to take part in the World Cider Championships in Bergen in 2022 and join the Arena cluster network. The cluster is optimistic about the future and aims to double its turnover in 2022 – and its ambitions do not stop there.

'Our goal is that when you hear the word Hardanger, you think first and foremost not of fjords and mountains, but of cider,' says Olav Bleie of Alde Sider AS, one of the driving forces behind the cider cluster.