I’m a big fan of the Hop Growers of America (HGA) trade organization and it’s website, both of which keep me up to date on the latest insights and initiatives of the U.S. hop farming sector. This month, HGA released its FY 2021 Hop Growers of America Annual Report — a cool overview of the association’s actions and services last year — sprinkled with data insights about the global hop growing industry (like … U.S. hop exports to Europe reached approximately 7,652 MT with an estimated value of $159,329,898).
The report also contains updates on HGA’s programs like its hop industry life cycle assessment, the American Hop Convention, its government affairs and the highly anticipated release of USDA-ARS public hop variety Vista, which we covered right here. The association is also getting into some cool video production. According to the report:
In 2021 HGA sanctioned the development of video assets for the U.S. hop industry. Working with the production agency Trivue Entertainment. HGA developed a five-minute video highlighting technological advancements in the hop industry. This five-minute video will be uploaded to regional PBS affiliates in the spring of 2022 and air across the United States. The video, Smart Farming in the Hop Industry is contracted to receive at least 3 million viewings on PBS.
HGA also partnered with creative agency Digital Vendetta to create a video capturing realities of hop harvest in the Pacific Northwest. Three Valleys was entered in the 2022 Seattle Film Festival. Digital Vendetta also produced a hop sensory video featuring Brewmaster Matthew Brynildson of Firestone Brewing Co. The video features Matt exploring the technical process of performing a hop rub and will be integrated into outreach materials to reach the international brewing community.
That hop sensory video with Brynildson is above, and it’s well done. Hit play and watch Brynildson do a quick, 15-minute, how-to-evaluate hops class — setting up the sensory experience, researching hop varieties, understanding lot and grower numbers, taking good notes, rubbing for aroma, feeling for moisture and onward. Now, I’m excited to see these other HGA videos.