Bartlett, the senior executive from C&C Group which produced Magners, has taken on the role from predessessor Henry Chevallier Guild of Aspall Cider.
Bartlett, addressing politicians and officials at the House of Commons last Tuesday (September 11) said the industry remains “ready and willing” to work with interest groups and the Government to address the “misery” created by the misuse of alcohol by a small minority of the population.
He highlighted some issues specific to the cider trade including the small scale which limits its ability to secure economies of scale and the fact that the investment cycle is measured in decades as a new orchard planted today will take three or four years to yield a crop. He also indicated that the industry is “dramatically affected” by long-term climate changewhich has “really buffeted our industry”.
“In return for the contribution we make we hope, and expect, that Government will recognise our unique circumstance and provide a framework so that we might continue to flourish,” Bartlett said.
“This means providing certainty on duty – during the period of consistent duty our investment and innovation led to the market for cider doubling in four years and government revenues doubled as a result.
“It also means certainty on policy. We are a small industry reliant on the support of the farming community. Policy decisions taken without consultation, as we have seen with Minimum Unit Pricing, create unrest and uncertainty.
“Over the next few years we have a once in a lifetime opportunity to make Britain to cider what France is to wine.”