Cider-maker Hawkes has introduced new mail-in boxes so people can make apple donations to tackle the 2.5 million apples that go to waste in the UK every day.
The urban cidery, owned by BrewDog, wants residents to send them their spare apples from gardens, allotments or wild areas where they live as part of this year's Apple Drive, so they can create a drink with a totally Birmingham flavour.
It follows a similar move last year for London that created the This Is London cider drink.
Residents can order a donation box online and fill it up with as many apples as they have, up to 10kg, before sending it back to Hawkes or donate apples to allocated drop-off points.
This Is London cider was created after an Apple Drive in the capital
Hawkes founder Simon Wright came up with the idea to tap into the thousands of apple trees, spread across allotments, gardens and growing wild.
From a similar apple drive in London last year, Hawkes has already created a cider, called This Is London, which launched in August. Hawkes fermented all of the apples together to create a cider made of 100% donated London apples.
Available in UK bars and online, 100% of the profits of the THIS IS… range are donated to Social Orchards Urban Planting. The charity recognises the benefits that an orchard can bring to a community and is dedicated to the aim – to ensure every household in the UK's town and cities be within walking distance of a productive, well-cared-for, community-run orchard.
Simon Wright added: "The year I started our Cidery I spent my whole summer driving round picking up unloved apples, and there were so many more that I just couldn't manage. This year we're making a bold statement, to show the people of the UK how bad apple wastage is in our country. Now it's up to you, to send us your apples!"
A truly regional taste of cider in the This Is range