In this episode of Behind the Brand, Diana Puterbaugh and Carla Crane from Hops Direct share their journey of transforming a fifth-generation hop farm into a successful e-commerce business. They discuss the challenges and triumphs of adapting to the craft beer boom, the importance of storytelling and marketing, and the innovations in the hop industry. The conversation also touches on the dynamics of working in a family business and offers valuable advice for others in similar situations.

Takeaways

• Hops Direct launched in 1999, ahead of the e-commerce trend.
• The craft beer boom significantly impacted their business growth.
• Storytelling and marketing are crucial for connecting with customers.
• Innovations like hop gummies and hop water are emerging trends.
• The partnership with Moxie has been instrumental in their marketing strategy.
• Patience and flexibility are essential in a family-run business.
• They have 19 different hop varieties
• The industry is facing challenges with oversupply and competition from distilling.
• Social media plays a vital role in engaging with brewers and homebrewers.
• Independence in farming is important for success.

Chapters

00:00 The Digital Transformation of Hops Direct

05:59 Craft Beer Boom and Its Impact

11:54 Innovations in the Hop Industry

18:08 Navigating Challenges in a Family Business

24:00 Advice for Legacy Businesses

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