Case Study for a Small Farm Cidery
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Transcript of Case Study for a Small Farm Cidery
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James Matson – Matson Consulting
Joan Walker – Matson consulting
803.233.7134 | AIKEN, SC | MATSONCONSULT.COM October 16, 2013
Case Study for a Small Farm Cidery
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The Family Farm Dilemma
803.233.7134 | AIKEN, SC | MATSONCONSULT.COM
Family farms face a common problem.
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Background
Case study for the feasibility of a small farm
cider in Nelson County, Virginia.
803.233.7134 | AIKEN, SC | MATSONCONSULT.COM
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Hard Cider Case Study
$12.17 $55.00
803.233.7134 | AIKEN, SC | MATSONCONSULT.COM
Average Wholesale Price of
a Bushel of Apples
Value of 5 bottles of hard
cider sold at $11.00 per bottle.
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History of Hard Cider
803.233.7134 | AIKEN, SC | MATSONCONSULT.COM
Safe and abundant substitute for water during colonial
times.
Growth in beer popularity coupled with prohibition lead to
market decline.
A recent resurgence has occurred.
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Market Growth
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-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
2008 2009 2010 2011 2012
6,401,562 6,927,690
7,612,897
9,420,955
17,322,156
Gall
on
s
Year
U.S. Production of Hard Cider
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Cidery Description
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Small Farm Cidery
• Producing between 4,500
and 8,400 gallons
On-Going Snapshot
• Focusing on the break
even point
Combination of industry
elements
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Product Information
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Item Retail Wholesale
Premium 750 ml bottles $17.00 $10.20
Everyman 750 ml bottle $11.00 $6.60
Everyman Cider in
kegs (price/gal)$19.00
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Expense Breakdown
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Variable Costs46%
Equipment Costs3%
Facility Costs12%
Marketing Costs10%
General/Administrative Costs21%
Unforseen Costs8%
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Apple Expense
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Blend of cull, juicing and heirloom apples
Average cost per bushel
$12.17
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Variable Expense Breakdown
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Apple Purchase
Fee, 15.4%
Bottling Materials, 11.
3%
Variable Labor, 15.5%
Utilities and Gasoline
, 1.3%
Taxes, Lab and Other
Costs, 4.1%
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Break Even
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Break even sales of 4,800 gallons per year.
This requires around 1,600 bushels of apples.
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Net Income
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$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
Year 1 Year 2 Year 3
$1,414
$14,113
$46,204
Net
Inco
me (
$)
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Variations in Apple Prices
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MATSONCONSULT.COM
Earnings (Loss) EBITDA ($)
Bushel Price Year 1 Year 2 Year 3
Baseline $12.17 $20,000 $33,000 $71,000
50% Increase In
Apple Prices $19.05 $7,500 $18,000 $47,000
75% Increase In
Apple Prices $21.30 $1,000 $11,000 $36,000
EBITDA – Earnings Before Interest, Taxes,
Depreciation and Amortization.
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Variations in Apple Prices Cont.
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Earnings (Loss) EBITDA ($)
Bushel Price Year 1 Year 2 Year 3
100%
Increase In
Apple Prices $24.34 ($5,000) $3,000 $24,000
With an 100% increase in apple prices, the sales level required to breakeven
increases by 400 gallons.
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Viable Business Option
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Positive study results
Results follow industry
norms.
Steady increase in profits.
Apple prices are a small
percentage of overall
costs.
Lower barriers to entry.
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Expansion
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U.S. hard cider sales are increasing -
A receptive consumer marketplace exists.
Rural development opportunities –
Growth of youth participating in agricultural practices.
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Additional Information
803.233.7134 | AIKEN, SC | MATSONCONSULT.COM
For more information on hard cider download our “Feasibility Study for a
Small Farm Cidery in Nelson County, Virginia”
Visit: http://matsonconsult.com/publications.html