HEREFORD cidermaker, Bulmers, is reviving the ancient wassailing ceremony to help promote its new organic orchard scheme.

Cidermakers and farmers will join forces on Wednesday, January 10, in a traditional cider orchard at Newton Court, near Leominster.

They will wassail the cider apple trees, a centuries old custom aimed at promoting the fruitfulness of the orchard.

Leominster Morris Dancers will perform the ancient ritual, which includes placing pieces of toast in the branches of the tree to "feed" it and encourage a good crop of apples.

This will be followed by firing shotguns into the branches to frighten off any evil spirits lurking around.

"Inviting these farmers along to a traditional wassail is a perfect way to get them thinking about the new opportunities growing organic apples will bring," said a Bulmers spokesman.

Almost half the apples grown in the UK are now pressed for making cider, the bulk of them at Bulmers Mill, in Hereford.

The latest initiative is to encourage farmers with old, traditional style orchards to convert to organic.