Lupulin Exchange and Yakima Chief Hops team up for European push
The Lupulin Exchange has partnered with Yakima Chief Hops in a move that will allow all European brewers, growers, and merchants the ability to buy and sell hops of their choosing. Jessica Mason reports.
The community-driven online market Lupulin Exchange, which launched in 2014 in the US, now has the support and partnership of US hops supplier Yakima Chief Hops which has helped it to set up to empower brewers across Europe. Now, for the first time, European brewers, growers and merchants will be able to balance their hop inventories via the platform, giving them the boost they need during a challenging time.
Empowering brewers
Speaking to the drinks business, Lupulin Exchange founder and CEO John Bryce said: “What we’ve heard from American brewers is powerful: The Lupulin Exchange didn’t just democratise hops, it saved breweries. It gave small and mid-sized players the same access to liquidity and choice that only the biggest used to enjoy. That’s why this launch in Europe matters – it empowers brewers to survive and thrive, no matter their size.”
The companies have revealed that the European sector will “soon be able to buy spot hops, list inventory available for purchase, gain access to market conditions, create hop alerts, and make secure, convenient transactions through the Lupulin Exchange platform”.
Working together
The union between the companies has been paramount to the expansion with Lupulin Exchange leaning upon Yakima Chief Hops’ established global network and international infrastructure. As an additional benefit of the partnership, Lupulin Exchange will also have “the ability to facilitate balance” across Europe and “increase efficiency for European brewers”.
Partner Content
Yakima Chief Hops has admitted that it has been looking for ways to “add value to brewing customers” and also assist in supporting “new channels of business for breweries”.
As such, the business has revealed that “partnering with The Lupulin Exchange embodies the organisation’s commitment to transparency and connection among hop producers and brewers”. The company also highlighted how the Lupulin Exchange was a “valuable asset to merchants, growers and breweries alike in navigating the evolving supply and demand of a critical ingredient in the brewing process”.
Lupulin Exchange noted that there was synergy between the two companies and pointed out how each wanted the best for the sector and to find ways to support it.
Bryce added: “Supporting European brewers has always been a dream at Lupulin Exchange, but we didn’t have the resources to do so on our own. After collaborating with my friends at Yakima Chief Hops on several smaller projects, it became obvious that we share the same values and have the perfect blend of synergies needed to extend the platform to Europe.”
The Lupulin Exchange is set to launch officially in Europe by late 2025.
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