In February 2024, Sebastopol-based Manzana Products Company, Inc. / North Coast Organic announced they would be closing their processing facility and moving all operations to Washington State in 2025. Manzana has been a longtime supporter of Sonoma County Farm Trails and its primary annual fundraiser, the Gravenstein Apple Fair. Farm Trails is saddened by the news of Manzana’s departure. However, Farm Trails leadership assures the farming community and the public that the closure will not adversely impact Farm Trails’ mission or the Gravenstein Apple Fair.
“Manzana’s economic impact, combined with philanthropy, paints a vivid picture of a company that transcends mere business transactions,” said Farm Trails Executive Director Carmen Snyder. “Manzana has been a key leader in keeping the Gravenstein Apple Fair as a destination summer event which continues to thrive today because of support from community partners like Manzana. We are devastated to see the last cannery for apple growers, an historic institution, leave Sonoma County. We thank them for their years of generous support of and participation in the Fair. They will be greatly missed.”
Despite this unfortunate news, Sonoma County Farm Trails will continue to celebrate the Gravenstein Apple Fair without any disruption, and there will be lots of Gravenstein apples and apple products at this year’s and all future Fairs. “For 50 years, the Gravenstein Apple Fair has been an important sales and marketing venue for Sonoma County apple growers, producers, and cidermakers, and it will continue to fill a crucial role in sustaining the economic viability of the apple industry,” said Snyder.
In 2023, the Gravenstein Apple Fair showcased 40 small-scale Sonoma County apple farms, producers, purveyors, and cidermakers, all of whom grow, use, and/or incorporate local apples in their products and menus. Indeed, the Gravenstein Apple Fair has become a destination for cider enthusiasts, with the Craft Cider Tent offering the largest cider selection of any festival in the North Bay. And the Apple Alley featuring over a dozen apple farms and vendors is among the most popular venues at the Fair. This year’s Fair, on August 10 and 11, will maintain and possibly increase the representation of apple farms and producers.
In 2023, according to a study conducted by the Sonoma County Economic Development Board, the Gravenstein Apple Fair had a total economic impact in Sonoma County of $2.2 million, welcoming over 14,500 attendees from all over the country and world; 41% of attendees were from outside of Sonoma County, hailing from 26 states and 8 countries, including Canada, the Czech Republic, England, France, Hungary, Indonesia, Israel, and the Netherlands. “Undoubtedly, these fairgoers were impressed by the diversity and quality of the apples and apple products featured at the Fair, and purchased their products, both at the Fair and at local restaurants and stores,” said Snyder. “We believe the Fair’s ability to reach a broad demographic of consumers will continue to benefit our apple industry for years to come.”
Farm Trails will also continue to promote their members in the apple community and assist with opportunities to find new markets and increase their sales through dynamic, multifaceted programming. Farm Trails’ efforts include their iconic Map & Guide (print and digital), custom website, seasonal tours, a two-month-long Apple Trail digital marketing campaign, social media, and email newsletters, as well as advocacy.
Currently, 25% of Farm Trails’ 220 members are involved in the apple industry, through farming and selling apples direct or wholesale; processing local apples into value-added products (juice, sauce, preserves, cider, brandy, etc.); incorporating local apples into their products (pies, breads, pantry items, soap, skincare, etc.); or offering local apples and apple products at their retail locations (restaurants, grocery stores, farmers’ markets, etc.).
“Sonoma County’s apple industry has weathered difficult times in the past, and I believe that together as a community, we will work together to help develop new products, business models, and sales channels,” said Snyder. “Apple farmers are resilient, resourceful, and innovative. At Farm Trails, we will do everything in our power to make sure they are here for years to come.”
For more, read this blog post from March 2023 on Manzana; and listen to the At the Table with Clark Wolf podcast featuring Executive Director Carmen Snyder, recorded February 23, 2024.
