Something is brewing down on the farm, but how do we get to market?

We’d like to place more emphasis on growing the cider business, which I run with my son Toby, but giving it undivided attention is tricky.

Since our farm animals don’t care whether it’s harvest time or that a big order has come in, balancing the two sides of our operation is a constant challenge.

We are considering whether exporting might make an efficient way to grow our sales. Perhaps we could investigate building our brand in overseas markets through an agent who will help us to manage some of the heavy lifting. Is this a wise move? What other advice can you provide for managing diversification without damaging our core business?”

Paul Currie, managing director of The Lakes Distillery

Expert view Paul Currie is managing director of The Lakes Distillery, a spirits producer and exporter that is also a visitor attraction in the Lake District

A As a farmer myself, I congratulate you for creating a valuable business that is not so dependent on the weather and commodities markets. I also admire your energy in looking at export markets. Most British companies think about overseas sales only when they have exhausted the home market.

However, some caution is advised. Your cider operation is small and you acknowledge your limited time and money, yet exports have a tendency to demand greater resources than a home market.

That said, if somebody you trust thinks they can help to access an obvious and discrete overseas market, then don’t rule it out, especially if they are prepared to take on any currency risk and logistics burden.

If not, stick to searching out the lower-hanging fruit, if you’ll excuse the pun, in the UK. I was told early in my career that new projects need single-minded individuals with no distractions. It’s easier said than paid for, but do consider whether a full-time individual with relevant experience might develop your cider business more quickly and leave you time to do other things. If the answer is yes, work out how you might fund them, but don’t simply assume that you can’t afford it. Good people quickly pay for themselves.

You might also consider how to brand your products. They look delicious and authentic but resemble many other local brands of cider. This may suit certain customers, but I would be looking for more points of difference. The bottles and brand need to tell your product story on their own in more remote markets because you won’t be there to do the job for them.

William Kendall, the Chairman of Cawston Press

BEN GURR/TIMES NEWSPAPERS LTD

Expert view William Kendall is chairman of Cawston Press, the soft drinks company, and the former boss of Green & Black’s, the chocolate brand

A Winning awards and getting into some illustrious outlets is a great start. However, assuming that you really want to build Harry’s Cider into a substantial business, you will have to give it proper resources rather than fitting it in around your farming commitments.

This may mean either you or your son focusing primarily on the cider and bringing in other resources for your farming, or bringing in a professional to run the cider business.

Then you need to work out where to grow sales. With a premium cider such as yours, you need to do more in the UK before looking to export. It is by far the biggest cider market worldwide and is on your doorstep.

You’ve made great progress locally and that’s exactly the right strategy. Start pushing sales into other parts of the UK. No large retailers or wholesalers want to take on an unproven brand but if you can show that the product sells well in your region they will be more easily persuaded.

Only when you have a decent foothold in the UK should you start to build export sales. Be very careful about the countries you target, choosing those that have a strong, growing cider market.

Fortunately for you, Europe makes up about 70 per cent of the world cider market. Pick only a few countries to start with; if you spread yourselves too thinly you are unlikely to succeed.

You will need to find a distributor, and choosing the right partner is critical. Successful small exporters often work with distributors that are themselves growing, hungry businesses.