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HoptopiaA World of Agriculture and Beer in Oregon's Willamette Valley$
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Peter A. Kopp

Print publication date: 2016

Print ISBN-13: 9780520277472

Published to California Scholarship Online: May 2017

DOI: 10.1525/california/9780520277472.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 19 October 2019

After the Hop Rush

After the Hop Rush

Chapter:
(p.134) Eight After the Hop Rush
Source:
Hoptopia
Author(s):

Peter A. Kopp

Publisher:
University of California Press
DOI:10.1525/california/9780520277472.003.0009

The botanical disease downy mildew destroyed Willamette Valley hop acreage, leaving only dozens of farming families tending the crop by the midcentury compared to the hundreds earlier. Their worries did not end with disease, though. Growers during that period feared their prospects because large brewing companies used increasingly fewer hops in their beers, initially to meet post-Prohibition mandates and then the bland tastes of the 1950s and 1960s. In hindsight, the hop growers need not have worried. Even though American beers were less flavorful and hoppy, successful marketing by the big beer companies led to a major expansion in beer production and sale. During this era, big beer also supported Willamette Valley hop growers. Famers persevered because of these connections and because the growers also adopted industrial farming methods of the early Cold War. Yet, the fruit of their labor became less visible to American consumers.

Keywords:   hop agriculture, Downy mildew, Oregon Agricultural Experiment Station, Hop Industry Productivity Team, Yakima Valley, United States Hop Growers’ Association, G. R. Hoerner, mechanical hop harvester, DDT, Oregon Hop Commission

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