Take Action in Your Community
One of the most effective ways to support the Free Fire Cider movement is by speaking with local retailers, co-ops, health food stores, and herbal shops that carry Fire Cider products.
We encourage respectful, constructive conversations. Local business owners are important members of our communities, and our goal is to raise awareness—not create conflict. By sharing information about the Fire Cider trademark dispute, you can help retailers make informed decisions about the products they stock and support.
If a retailer chooses not to remove products associated with the trademark dispute, consider asking whether they would be willing to:
- Carry locally made Fire Cider products from independent herbalists.
- Share educational materials about the history of Fire Cider.
- Host a community “Make Your Own Fire Cider” workshop.
- Support efforts to keep traditional herbal terminology in the public domain.
Be sure to visit our Resources page for printable educational materials, posters, recipe cards, and other tools you can share with your community.
Important Terminology Update
Over the years, some communications within the herbal community referred to letters sent by Shire City Herbals as “cease” letters. To ensure accuracy, we would like to clarify that these communications were requests directing herbalists and small businesses to stop using the term “Fire Cider” on their products.
While these letters were widely discussed as “cease” notices, that terminology has a specific legal meaning. In the future, we refer to them as “cease sales” letters or requests to stop selling products under the Fire Cider name.
The underlying concern remains unchanged: individuals and businesses who had been making and selling Fire Cider for years were asked to discontinue using the name due to trademark claims.
We encourage supporters to use this updated terminology when discussing the issue.
Sample Letter to Retailers
We encourage you to personalize this message and communicate in your own voice while focusing on verified facts.
Dear Retailer,
I am writing as a customer and supporter of traditional herbal practices regarding a product currently sold in your store: Fire Cider produced by Shire City Herbals.
Fire Cider is a traditional herbal preparation and a name that has been widely used within the herbal community for decades. The term was originally coined and shared by herbalist Rosemary Gladstar in the late 1970s and has appeared in educational materials, recipes, workshops, and publications for many years. Over time, the name became commonly used by herbalists, small businesses, farmers market vendors, and consumers across the United States.
In 2012, Shire City Herbals obtained a federal trademark registration for the term “Fire Cider.” Following the registration, the company began contacting businesses and herbalists who had long been producing and selling products under that name, requesting that they stop using the term.
The trademark sparked significant concern throughout the herbal community, leading thousands of supporters, herbalists, educators, and consumers to advocate for the term to remain freely available for everyone to use. Many believe that Fire Cider is a generic name for a traditional herbal remedy and should not be controlled by a single company.
As a retailer committed to supporting informed consumer choices, I respectfully ask that you consider reviewing this issue and evaluating whether carrying products associated with the trademark dispute aligns with your values and those of your customers.
At a minimum, I encourage you to learn more about the history of Fire Cider and consider supporting local herbal producers who continue to make and sell traditional Fire Cider products.
Additional information about the history of the Fire Cider movement and the trademark dispute can be found at:
Thank you for taking the time to consider this important issue. I appreciate your commitment to supporting your community and independent herbal traditions.