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Fire Cider CEO Kim Allardyce says the Pittsfield-produced vinegar and herbal tonic is being featured in an Amazon holiday gift guide. The company is also launching a new elderberry tonic.

Fire Cider Featured in Amazon Holiday Gift Guide

By Brittany PolitoiBerkshires Staff
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PITTSFIELD, Mass. — A local wellness company is being featured nationally by the biggest shopping name in the game.

Shire City Herbals' product Fire Cider, was selected to be featured on an Amazon small-business gift guide this holiday season.

The guide, which is part of the "Meet me on Amazon" campaign, is comprised of almost 2 million small and medium-sized businesses that are women, Black, and military-owned.

It launched last week and will continue until the new year.

"I think the additional exposure is going to definitely create a lift in sales and perhaps have some additional out of stocks, we will see," CEO Kim Allardyce said.

"But most important to our brand is just brand awareness, the sales definitely matter and they make a difference but it's also relevant for exposure because we won't get additional sales if we're not exposed to additional people."

Fire Cider was on fire for Prime Day earlier this year when it sold out all 600 bottles available before the three-hour sale window closed. 

This year, the company is staged to do $1 million in Amazon sales. Comparably, it generated about $9,000 in yearly sales four years ago when Shire City Herbals products officially began selling on the platform.

The company is feeling confident about handling a possible influx of sales, Allardyce reported, even during the unprecedented circumstances of the pandemic.

"We have been really lucky in terms of staff retention and staff onboarding, we haven't thankfully had any major gaps in our employment needs, which I know is a little bit unique to what I think a lot of local businesses are experiencing," she said.

"So far, we have all of our bases covered, but if this exposure generates a sizable increase in demand, then we will be needing to onboard even more folks, but we are fully staffed at the moment and have successfully been filling vacancies with, knock on wood, no issues."

This opportunity was brought on by Amazon Launchpad, a program for small and emerging businesses that the herbalists joined last year. Shire City Herbals submits products for various different features and were selected.  

"We joined Amazon's Launchpad program about a year ago, now, maybe just a little over a year ago, and through that platform, we've had access to a lot of opportunities that just as a regular seller, we didn't get to see before," Allardyce explained.

"Launchpad is for small businesses that are more or less emerging brands, at the time we were selected and invited to participate."

The program provides support strategies on building Amazon business, and account management.

For those who have never experienced the flagship product Fire Cider, it is a gut health tonic made with a base of raw apple cider vinegar, ginger, horseradish, onion, black pepper, and garlic. To add flavor, wildflower honey, habanero peppers, turmeric, and citrus are added to the mix.

It can be taken as a shot, mixed with another liquid, or used for recipes.  



The mixture is started with a "mother," a living, healthy bacteria base that mixes with oxygen to make apple cider into apple cider vinegar. All of the products follow a "food as medicine" approach with each ingredient having functional properties.

The company also has an elderberry tonic, which is its first non-Fire Cider product. The tonic is crafted similarly with raw produce that is steeped for four weeks and then pressed to remove solids.

This product features tulsi, ginger, clove, and cinnamon steeped in apple cider vinegar, and then it's blended with raw organic honey.

"There is a bit of heat that comes from ginger, but by no means measures to the heat of habanero and horseradish," Allardyce said.

Shire City Herbals also has a cleanse product launch on the horizon.  Apple cider vinegar is steeped with ginger, lemon, cayenne pepper, and blended with honey to create the tonic. It is then mixed with water and taken four times a day over two days.

The cleanse will come with a program and will be available in a bundle with a 12-ounce Klean Kanteen co-branded water bottle on Amazon.

The gut health enthusiasts first opened for business over a decade ago and originally began with wholesale as a primary sales driver. About five years ago, that started to shift.

For the last four years, Allardyce and her team have worked to overhaul the sales consumer platforms, build the brand, and take ownership of how the products were being represented on Amazon.  

Shire City Herbals implemented a minimum advertised pricing (MAP) policy that dictates the cheapest price a distributor or retailer can advertise a product for outside of the store. This is to uphold the integrity of pricing on the platform and supports local partners.

Fire Cider and the other range of products will be sold at this year's Holiday Shindy, a one-day event being held on Dec. 11 from 10 a.m. to 5 p.m. at Zion Lutheran Church on First Street. 

The event was closed last year and Allardyce said she is excited to participate this year, as it has historically been a flagship selling event for Fire Cider.

"We're really well-positioned for a strong 2022," she said. "And we're looking forward to just being on the heels of I think, what was hopefully the worst of the pandemic."


Tags: business development,   

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Dalton Planners Hold Public Hearing on Tiny Homes Bylaw

By Breanna SteeleiBerkshires Staff

DALTON, Mass. — The Planning Board held a public hearing last week on a bylaw for mobile accessory dwelling units (ADU) that will be brought before a special town meeting.

For nearly two years, Amy Turnbull has been trying to amend the current ADU bylaws to allow mobile tiny homes.  

A movable tiny home is defined as a unit under 400 square feet that meets all of someone's daily needs, including sanitation, cooking, and other facilities, and which is also mobile. Most homes considered "tiny" are built on a trailer so they can be towed.

Her proposal defines a movable tiny house as a "residential property with an existing primary house, intended for year-round living," and outlines eight conditions for approval.

Among these conditions: the unit must adhere to accessory dwelling unit regulations, undergo site plan review, be licensed and registered with the state Registry of Motor Vehicles, have approved energy, water, and wastewater systems, and comply with American National Standards Institute 119.5 and National Fire Protection Association 1192 safety requirements.

Additionally, the unit must be certified for ANSI or NFPA compliance by a manufacturer or third-party inspector, including adherence to Appendix Q and the International Residential Code's structural guidelines and energy efficiency standards. The tiny house cannot move under its own power, and its undercarriage, wheels, axles, tongue, and hitch must be concealed from view. Wheels and leveling or support jacks are required to rest on a level gravel or paved surface.

Turnbull has gotten enough signatures for her petition to amend the current bylaws to add her definition of the mobile ADUs. Last Wednesday, the board held a public hearing on the petitions, which will be voted on at a special meeting.

Turnbull says she has two reasons for wanting to add this to the town's bylaws: aging in place and affordable housing.

"We need a variety of housing types in Dalton, and that we also need to address the idea that you know nearly 30 percent of our population by 2035 is going to be over 65 years old, and it's problematic because  ... there's not enough choice for these people to to age in place,"she said. "What movable tiny houses does, is it provides a less restrictive ADU. It's much cheaper to place, and it's easier to place, less time consuming. And what it offers to people is it offers people who are owners a place for their children to come and live, or a caregiver to come and live, or for the people who own their own house to come and live while they rent out their maybe their three bedroom home to a new family who wants to attend to Craneville simultaneously."

She said people need to move away from calling and treating the tiny homes as though they are trailers, as one former Planning Board member has voiced opinions on.

"That is an opinion, and I think we need to get over that, because I want to say that these are foundation homes, and that the chassis is a foundation, and it's a stick-built home on a chassis, and in very many ways it's like a modular house. I think we will not be surprised in the next 10 years if we see the market turn around and start to make smaller, tiny modular homes, but that is not the case right now, and we have a dire need for affordable housing," she said.

At a former Fire District meeting the Water Department drafted regulations for water hook-ups for these types of homes. The superintendent sent a letter to the Planning Board to be read at the meeting stating it will not be a hindrance for sewer system connection.

"The Department of Public Works does not feel that mobile ADUs will be an issue with the town sewer system. The homeowners will be responsible for any issues outside of the sewer main and connect and responsible for connecting in, so that would address any permits, fees, or anything like that would be added to that," the letter states. 

"The Water Department, as we've stated previous, and as you stated, the water department has come up with their own set of SOPs, standard operating procedures, for hooking up a an adu and a mobile adu, which will then have to meet winterization and all those, but they've laid out a plan for that, that they have, so I'd like to point that out," board Chair Robert Collins said.

One concern was raised that if someone can have a mobile ADU could they also have another tiny home on their property, including the main house. That situation is not likely, said Turnbull, as it would cost a considerable amount of money. Town Manager Eric Anderson also stated that in his former community when they adopted similar laws their first one wasn’t put in until a couple years later and then maybe one a year.

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