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Balancing Risks for Growers Exploring New/Old Crops: The Beverage Raw Material Production Educational Experience in Wisconsin (Hops and Malting Barley)

Carl Duley and Tim Rehbein

Summary

Hops and malting barley were very popular crops produced in Wisconsin in the late 1800´s and early 1900´s. Interest in local food, local products, and increased demand from local craft brewers has sparked huge interest in growing hops and malting barley. Most interest has come from non-farmers with little background in agriculture. Current farmers that have expressed interest are mainly commodity farmers who have little, if any experience in direct marketing their products or producing a niche crop. Niche crops require tremendous attention to detail to meet standards set by craft brewers.

The project is focused on the following areas:
• Production management – data gathered from Washington, Oregon, Vermont, Germany, and Denmark
• Marketing (direct to end users and through start-up organizations)
• Economic feasibility
• Developing a business plan
• Statewide association development

Potential producers from a four state area have attended seminars in Wisconsin. The audience is not a traditional Extension audience and many were not familiar with the UW-Extension system. In the 2011 post meeting evaluation, 54 percent had never been to an Extension program results were similar for 2010 and 2012 seminars. We are reaching a totally new audience.

During the breakout session, presenters will give an overview of the project; discuss the approach to reach new audiences, and challenges in gathering information on crops that are making a comeback. Finally, presenters will discuss developing a program for non-traditional audiences.

Details

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