Scan Magazine, Issue 142, May 2022

Page 94

Scan Magazine

Special Theme

|

|

A Taste of Norway

Photo: Fiskum Fruktpresseri

A juicy business Freshly pressed, raw and clean – the apple juice from Fiskum Fruktpresseri is an outcome of nature’s wonders enhanced by a unique bond of three generations. By Åsa H. Aaberge

|

Photos: Karl-Kristian Muggerud

In the east of Norway, in the village of Fiskum, lies the Stavlum family farm. For generations dating back to the 19th century, sweet, aromatic, juicy apples have grown in sunny, lush conditions at the farm, and the family legacy now lives on for the outside world to taste in a newfound, bottled, fluid form. At the helm at Fiskum Fruktpresseri (meaning ‘fruit press’) is Tone Muggerud. Her family has always been close, but it was only a few years ago that they started fresh pressing the apples at the family farm, and three generations became business partners too. “Our farm has 94 |

Issue 142

|

May 2022

been a small-scale fruit farm for generations, growing plums and apples. However, regulations demanding picture-perfect apples for distribution in stores forced us to rethink our farming,” says Muggerud. “As we barely use pesticides on our fruit, our apples sometimes come out wonky, meaning we can’t sell them all to supermarkets. In 2012, we started pressing and juicing the apples, making and distributing raw and clean apple juice without substitutes,” she explains. The Fiskum Fruktpresseri was born, created as a shared initiative between the ex-

tended family to create a viable business. Their main goal is to make apple juice that conveys the taste of freshly picked apples. The family includes Muggerud and her husband, their two sons and her parents, her sister and her sons. Everyone, aged 25 to over 70, works together when the harvest starts in the early autumn. The apples are handpicked, washed by hand and then immediately pressed and juiced on the spot. At this point, the juice is also bottled, labelled and distributed to nearby restaurants and shops in the surrounding area. Customers are also welcome to stop by the farm and buy freshly squeezed juice directly from them. Throughout every part of the process, a family member is involved: from pruning the trees and picking the ripe apples to pressing flavourful juice and running the