Case Study - Virginia Hops Initiative

A statewide communications project translating technical knowledge into engaging educational content for growers, researchers, and industry partners.

The challenge

Virginia had a growing craft brewing industry and new small-scale hop growers, but no formal Virginia-specific Extension materials existed to help growers understand production challenges, markets, varieties, yields, or resources.

My role

I identified the communication gap, connected with growers and Old Dominion Hops Cooperative, surveyed breweries and growers, developed annual survey publications, created presentations, authored and co-authored technical resources, trained peers, and helped connect growers with university and industry resources.

Deliverables

Annual grower surveys, technical publications, presentations, conference materials, grower and peer training, social media outreach, stakeholder communications, and original photography.

• 11 university publications about hops for citizen and grower education

• 200-300 South Atlantic Hops Conference attendees

• 30 university faculty peers trained

• 4 major presentations and numerous workshops and seminars

View sample publications and factsheets I developed as part of this project:

• Hops in Virginia - 2014 Grower Survey - Extension publication translating survey data into an accessible industry report.

• Hops Need-to-Know Industry Information- Technical fact sheet for prospective growers.

• Weed Control in Hops- Extension publication.