Editor’s note: Hop Revolution’s partnership with US-based Crosby Hops is the latest in a series of deals involving New Zealand hop growers, including direct deals between US distributors and members of the NZ Grower co-op, NZ Hops.
This deal involves Hop Revolution which was founded in 2014 and operates outside of the NZ Hops co-operative. In December last year, NZ Hops announced a partnership with Charles Faram Inc to supply NZ hops into North America, though the agreement was announced just as New Zealand grower, and member of the NZ Hops co-op, MacHops, announced a separate agreement to supply Yakima Chief Hops in the United States outside of the NZ Hops arrangements.
In 2020 Clayton Hops announced a partnership with HPA to distribute a range of its hops in Australia outside of the co-operative arrangements. Early this year Clayton Hops also announced it was independently investing heavily in a new hop processing plant that will dwarf existing facilities.
These moves come as NZ Hops has invested in a rebrand to strengthen its presence internationally, as well as partnering with Bintani to distribute its hops in Australia. New Zealand’s position as a globally distinctive hop region was enhanced when in 2021 the US Brewers Association added two New Zealand beer styles to its guidelines for the first time, following lobbying by the Brewers Guild of New Zealand.
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Hop Revolution partners for US expansion
Crosby Hops, an integrated hop processor, merchant and Certified B Corporation® has partnered with Hop Revolution, which grows and delivers premium New Zealand hops straight to the hands of the world’s inspired craft brewers. The agreement includes exclusive U.S. hop processing, cold storage, and order fulfillment in the markets.
As part of the distribution agreement effective crop year 2022, brewers in North America will have access to exclusive Hop Revolution varieties like Pacific Sunrise™ and other New Zealand grown proprietary blends. High quality Nelson Sauvin™- including in T-90 and the new lupulin-packed Crosby CGX™ concentrated pellet formats, plus Motueka™ and Riwaka™ will now be widely available through Crosby Hops. Perfect for hop-forward beer styles, these aroma varietals are renowned for their exotically fruity, savory, and distinctive character.
Crosby Hops will be contributing its T-90 and CGX™ advanced hop processing capabilities, best-in-industry customer experience (customer success team, logistics and brewer portal), and highly experienced, consultative sales team.
“We are thrilled that through this new partnership with our friends at Hop Revolution, brewers can now easily access New Zealand-grown hops from one of the most sophisticated hop farming enterprises in New Zealand. We spent a lot of time touring different operations in New Zealand over the years and Hop Revolution clearly stands out in terms of the quality of their facilities, hops, and most importantly, people,” said Blake Crosby, CEO, Crosby Hops. “Sourcing from like-minded independent growers and partners with shared values is how we are able to consistently deliver quality hops and outstanding customer experiences.”
“Our motto is, ‘We’re really only here for your beer,’ and our relationship with Crosby is all about delivering the best quality hops, service and farm connection for our brewers’ benefits,” said Jason Judkins, CEO, Hop Revolution. “This new relationship will allow brewers of all sizes in the USA and Canada to source New Zealand varietals consistently and have the benefits of a direct farm connection, combined with world class pelletisation, cold storage and delivery.”