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  ...