Welsh growers are working together to leverage the booming Elderberry market to use industry programs to turn bold ideas into potential new revenue streams.
Many of the farms involved were in West Wales and were already familiar with each other, but growers were aware of the need for a more structured, collaborative approach.
Following support from Farming Connect’s Agrisgôp program, farmers are currently working together to develop their businesses and gain confidence and skills.
Under the guidance of Agrisgôp Leader Jacqui Banks, the group investigated the possibility of forming a joint venture focused on growing Elderberries and other fruits.
The aim was to establish cooperative fruits for sale under shared brands, or to pool produce and sell wholesale at the best possible price.
The group decided to focus on cultivating and selling berries rather than ultimately developing finished products, but Jacqui said it could still be considered in the future.
Through the Agrisgôp initiative, growers benefited from expert-led meetings and site visits to learn from established commercial growers.
Some members have already begun planting elders, including Lauren Simpson and Filmor, who run businesses from Parc Y Dderwen in Langolman, Pembrokeshire.
(Photo: Agricultural Connection)
The couple already cultivates real seed catalogues and Welsh seed hub seeds.
However, their main business produces and sells fermented foods such as sauerkraut and kimchi, using homemade cabbage and flavorings such as beetroot and chile.
“We thought Elderberry was a way to bring diversity on a small scale,” Lauren said. “For us, the incentive and interest in being part of Agrisgôp was to explore ways to add a little more diversity on a small scale.”
Josh and Abi Hayneke, who run a commercial blueberry business on 10 acres near Hebron, also joined the group and have since started breeding older people.
They were already considering expanding to Elderbury, and the program helped to strengthen understanding of the market.
“It was really worth listening to from experts and learning more about the current demand for Elderberry right now,” Josh said. “We’re juggling a lot now, but when we’re ready to move in that direction, we’re much better informed.”
The group traveled to Somerset to visit commercial elder growers and learned important techniques such as the importance of pruning to improve harvest efficiency.
As elders only produce flowers during their second and third years of growth, adequate management of the trees is essential for practical and profitable harvests.
“The growers we visited had rows of trees that had been pruned at head height, making it easy to manage and harvest,” Lauren explained. “It really showed us what is possible.”
The group has built strong trust and established a clear vision, but moving forward with a formal cooperative will depend on securing funds.
“Money was a stumbling block,” Lauren said. “We need to invest in wood, processing equipment, and perhaps time to coordinate sales and logistics for someone.”
Still, some growers took their early steps by planting a handful of trees, including already on the ground in Parc y Dderwen, in anticipation of future opportunities.
Lauren added: “We’ve been away from harvesting years, but the main thing is to put the plants in the ground. If we can all unofficially do it, while keeping our eye on fundraising, then when it’s right, it might all come together.”
The group has also laid a key foundation for how to structure a cooperative, including decision-making processes and member roles.
Agricultural Connect leader Jackie Banks praised his practical approach to diversifying growers.
“By the time the Agrisgop group concluded, they had made it clear that putting wood in the ground was a priority and product development was quite underway,” she said.
“They were realistic about their goals and their long-term timeline. It’s a challenge when you’re already busy, but they set a strong foundation.”
