Hop farmer, Will Kirby believes that this new direct method, in contrast to using a traditional merchant, will improve the quality and transport of hops from farm to brewer.

Kirby said: "I think that the increasing demand for craft beers requires a new approach to growing and sourcing hops. Brewers are looking for new flavours and better quality hops. We’re as meticulous about the quality of our hops as the finest craft brewers are about their beer. We all want to know the source of our fruit and vegetables why should hops be any different?”

The 2017 hop crop will be available to purchase from April on The Lupulin Exchange, an online marketplace for hop buying which is used predominantly in the US. 

In addition, Kirby has plans to offer a sales portal through his own website in the near future.

Kirby added: “Much like grapes, it’s all about the terroir and there are some really interesting varieties grown in the US such as Citra and Amarillo that we want to introduce to the UK. 

“I’ve been working closely with a group of American hop farmers and we now have a complete refrigerated supply chain to ensure that these hops get to brewers in the best possible shape, freshness is key.”