Mooma, an apple paradise in Catalonia
If an apple prompted the expulsion of Adam and Eve from Paradise, a young local entrepreneur has created his very own apple paradise in a rural corner of Catalonia’s Baix Empordà region, right in the heart of the popular Costa Brava.
Every summer hundreds of thousands of holidaymakers from all over Europe flock to its great beaches and picturesque medieval towns that dot this flat and green area of Northern Catalonia.
Drive a few miles inland, though, and it is proper farm country.
Just like in other parts of Europe, with agricultural prices hardly keeping up with the general cost of living, local farmers are struggling to stay in business.
This was the case of the family behind the Mooma project. For six generations they have managed a farm called “Mas Saulot”, in the tiny hamlet of Palau-Sator.
Most of the lands within this property were devoted to growing apples and, in fact, the grandfather of the farm’s current owner was one of the founders of the local fruit cooperative. The problem was that selling apples was not a particularly profitable business and the mid to long term prospects did not look encouraging.
Aware of this fact, but convinced of the potential of their 80ha of apple trees, the youngest in the family set to travel around the world looking for inspirational success cases in the field of apple cultivation.
They went to places like England and Normandy, with a long tradition of turning apples into higher added value products such as cider.
This is how the idea for Mooma got started.
Mediterranean cider
“Mooma” is a portmanteau word formed by the “Mo”, the two first letters of “Montgrí”, the grey mountain that dominates the local landscape, and “poma”, the Catalan language word for “apple”
The Montgrí mountain is always in the background
Mooma would become a rather unique case of Mediterranean cider-making. In fact, its owners claim it is the only cider brewery located right on the Mediterranean shores.
The issue for Mooma’s new cider brewery, which took its inspiration from the English cider brewing tradition, was that cider had a limited appeal in the local market. It is a niche product with little significant demand aside from some connoisseurs.
The answer was to diversify and start making apple juice
But people were then complaining it was too sweet, so they added green apple juice to make it more acidic, but then it was too acidic. It has been a trial and error process.
Currently you can buy apple juice made with 4 different apple varieties: Granny Smith, Pink Rose, Fuji and Royal Gala, each with its own set of characteristics (in fact the Mooma farm grows a few more varieties of apple in, but only these four are used to make juice)
And why I am writing about cider and apple-juice making in a site about travel?
Because, in a move that would prove essential for the future of the project, Mooma decided next to expand into the tourism and catering market.
From farm to mouth
While Mooma sits in the midst of one of Europe’s top summer tourist destinations, the idea of turning an apple farm into a tourist destination was a rather unique proposition in this part of the world, but one that has been proven to be a resounding success.
It all started by opening the doors of the farm to small tour groups, of 4 to 20 people, that would take a tour of the orchards (which in nice weather is quite a pleasant outdoor experience for all publics) as well as teh the facilities where cider and other apple by-products are made.
The cost of the visit: €9.50 per person
Tours tended to be in the mornings and then some people started to ask whether it was possible to have something for breakfast, so a patio next to the farm as turned into an impromptu restaurant.
This was an immediate success and, through word to mouth marketing, Mooma started to get increasing numbers of visitors.
It was time to become a gastronomic destination on its own right.
Nowadays, Mooma no longer serves breakfast, but it has become a proper restaurant. From June to September and on weekends during the rest of the year you can lunch or dine at Mooma.
The particularity is that pretty much all dishes are cooked with apples.
For drink you have a choice of different varieties of locally-made apple juice and cider, all made from apples grown at the property.
Staff are always ready to help make the choices, since not many people are familiar with the particularities of each type of apple.
In any case, be it because of the culinary experience, be it because of the appeal of the very explicit apple focus, Mooma has become a great example of local produce and specialization acting as a powerful business driver. It has also become a sort of “must see” place for many of the regular holidaymakers in the area that seek a unique experience aside from the sea and sand of the beaches.
With harvest running August to November, depending on the variety of apple (each of them is spaced out over a number of weeks) most of these visitors are able to see the apple orchards at its peak, with their branches full of apples awaiting to be harvested.
Also of interest is Mooma’s little shop, where you can buy the whole range of products, that, in addition to juice made with different varieties of apple, cide (and ice cider!), it includes also apple vinegar and perry (“pear” cider, elaborated by another, also local, producer) as well as some liquors.
How to get to Sidreria-Restaurant Mooma
Sidredría Mooma
Mas Saulot s/n 17257
Palau-Sator, Catalonia
info@mooma.cat
