The pink pear cider is the co-op’s second product following its pasta and sauce combination that was also launched in Kyabram in July.
Co-op chairman Les Cameron said he was excited about the new product and considered it a game-changer for paddock to plate, or in this case glass, food supply.
‘‘Usually it takes about three years to get an idea for a product like this onto shelves, but in this case we’ve done it in about seven weeks,’’ he said.
‘‘We didn’t think we had the capability to do something like this.’’
Mr Cameron said the idea came from a suggestion farmers would be dumping produce because they couldn’t even get $50 per tonne for it.
‘‘I made a point about this situation at the Melbourne launch of our first product and someone said ‘what about producing cider’,’’ he said.
‘‘The fact that we can take effectively wasted pears, engage a series of supportive suppliers and manufacturers, talented research and development designers, transport and distribute using underused facilities and come up with a competitive cider is one thing.
‘‘The fact we could have established an alternative pathway for pears, and other fruits in the Goulburn Valley, becomes the important second stage.’’