Highbank Orchards is a fifth generation farm based in Cuffesgrange, Co.Kilkenny. Run by husband and wife duo, Rod and Julie Calder-Potts, they grow and make delicious apple products from apple juices and apple cider vinegars to apple wines from precious family recipes.
OCM began working with Highbank Orchards in September 2024 ahead of the launch of their new digital self-guided Red Gate Tours. The tour features 12 vernacular red gates and posts forged hundreds of years ago on the Highbank farm and invites visitors to scan the QR code at each gate.
A virtual Rod talks visitors through the history of each stop, telling the story of previous generations of his family who farmed the land. The tour offers an ‘always on’ option for visitors, giving them plenty to discover off-peak when the orchard is not in bloom or laden with apples.
A strategic content plan was put in place to promote the family-run organic farm with a bank of professional photography by Ruth Calder-Potts.
2025
In 2025, we created a flexible plan to help promote the wide array of tours, products and the inaugural Mother Event, which featured yoga, gut-friendly talks and product tastings under the grand oak tree.
The social media series ‘Rod’s Walks’ was reintroduced to regularly take followers around the orchard with Rod who shares facts and progress updates from around the orchard. From the introduction of a new all-weather canopy for upcoming events to the exceptional harvest season
Followers were given a behind-the-scenes insight to the day-to-day life at Highbank Orchards, which boosted engagement massively across their social media channels.
2026
Since OCM began managing Highbank Orchard’s Facebook and Instagram pages, the cross-channel audience has grown by +171%, audience interactions have jumped +543% and overall content impressions have increased by over 320,000 impressions.
Having tested what content performs best throughout 2025, the 2026 website and social media content plan has been laid out to take a strategic approach to messaging in the lead up to events, highlighting products around key periods and showcasing collaborative work with partners in the food and drinks industry.
