Roughly every other week, I'll write an informative and thought-provoking article. Over twenty years in the hop industry, I witnessed the most significant changes in the industry's history from the worst of times back in 2000-2005 to today, which I like to call the golden age of hops. Hop prices in the 2020's when adjusted for inflation are higher than at any point since the end of World War II. For some reason though, if you ask a grower, they'll likely tell you prices aren't enough. Lucky for them, prices will likely continue to increase for the foreseeable future because growers control the market now. If you're wondering why or how that's true, you’ll find out if you continue reading the articles published here.
We'll explore topics like price and market dynamics as the industry continues to evolve. Inflation, supply chain issues and climate change will all play a role. Maybe you'll discover something you hadn't previously thought of. Maybe the things you read here will confirm something you already suspected. Maybe you'll be able to share a perspective that nobody else has considered and broaden everybody's perspective. Whatever the outcome, I hope you’ll find the experience valuable.
I'll be sharing things I've learned from events I've experienced over the years. I don't intend for the things I share here to be interpreted as the final word or the definitive opinion on any subject. As varied as my experiences have been, there are still plenty of other points of view to consider. My hope is that these articles will stimulate and contribute to conversations that enable everybody to seek the truth together. I hope you'll join me on this journey.
Being free of my former biases of promoting or selling hops has been a gift. That independence has opened many doors and revealed the true nature of many of the people I worked with in the past. For that, I am grateful! What that independence means is that we can discuss why things are the way they are openly and what that might mean for the future. I hope you'll consider signing up to The MacKinnon Report on Substack.
One thing the hop industry lacks is unbiased information regarding current events, industry trends and their likely implications. Every job I had taught me something interesting about the industry and the people in it. It's an education I'd like to share with you.
Before I sign off for this article, I'd like to leave brewers with this thought:
How do you know what the price of hops should be? ... Because a merchant told you.
P.S. Thank you for reading to the end of this article. I hope you have found some value from what you have read. If you did, please consider sharing it with somebody else you think might also benefit. If you haven't already chosen to subscribe, I hope you will consider subscribing now.