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Pasteurization is a heating process that kills the deadly E. coli bafreria, but many say it also kills the flavor in the juice. According to Mr. Freeman, that extra flavor is what keeps his customers coming back to buy the 500 gallons of cider he presses each week during harvest season.
Most growers don't use apples that have fallen to the ground, Mr. Freeman said, and quality apples from the tree pose no threat of spreading E. coli.
"Usually it's (cider) a good, healthy product," he said. "The growers making their own juice know the right way to do it and they're not going to poison anybody."
Cider is one of the only ways growers can get a return on small or blemished apples that are unsuitable for the fresh market.
Apples are a $35.5 million a year commodity in Virginia.
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