#HYPE 2020 Released

In January this year, Dick Withecombe (@FormerCiderBuzz) posted a link to Eleanor Leger’s (of Eden Cidery fame) excellent Cidernomics site where the welcome message struck a chord. In this, Eleanor writes about how important hype is for the underdog cidermakers, and small producers in general. She wrote “… without hype, consumers won’t learn about the underdogs – the small entrepreneurs who are trying to bring high quality, ‘real’ food back to the market. And unless consumers start purchasing from these underdogs, they won’t be able to overcome the obstacles that the modern food system poses for them”. In our small COVID-induced WhatsApp group of cidermakers and a bit on Twitter, we discussed this a little, and I came to the […]