It's official - cider is trendy. No longer the preserve of teenagers and tramps, the alcoholic apple beverage has become the tipple of choice for millions.
That, of course, is good news for this region, which has long been famous for its cider apples and also boasts well-known producers of the drink such as Bulmers and Westons.
Unfortunately, cider has become a victim of its own success.
Partly as the result of poor harvests and partly because many traditional orchards have been grubbed up in recent years, we're in danger of running out of apples.
All those new cider drinkers wouldn't be very happy to find their favourite drink had run out the next time they went to the bar.
Thankfully, something is being done.
Hundreds of thousands of apple trees are being planted in the two counties and will produce millions of extra apples when they come to fruition in about five years' time.
This development is to be welcomed for two reasons.
It will mean a secure future for the thousands of people who work in cider production, letting the industry expand to meet the growing demand from drinkers and allowing the economy of the region to thrive.
It will also preserve one of the defining features of our agricultural landscape. Orchards are part of rural Worcestershire and Hereforshire in the same way that hops are crucial to Kent or tulips are associated with Holland, and it would be a sad day indeed if they were to disappear.
Happily, that day seems a long way off. We can now look forward to a future with more orchards, more apples and millions of satisfied cider drinkers. Cheers!
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