Yakima Chief Hops (YCH) is a 100% grower-owned global hop supplier connecting family hop farms with the world’s finest brewers. A company with a legacy stretching back generations, YCH faced a very modern problem: how to sell hops online without losing the deeply personal, rep-led relationships that built its business. JAKALA partnered with YCH to reimagine its global eCommerce experience and what it means to buy hops in the digital age.

Grounded in a global brewer survey and dozens of in-depth interviews, the project set out to bring YCH’s high-touch, relationship-driven reputation into a brewer-focused, self-service digital experience without losing what made it work in the first place.

The result is a composable commerce platform built on Next.js, Contentstack, and Commercetools. It unites spot purchases and multi-year contracts in a single cart and introduces Shop by Lot, a feature that lets brewers compare farm-level sensory data (alpha acids, beta acids, oils, and aromatics) side by side before they buy. Modular storytelling tools weave grower profiles and farm-level detail throughout the site, closing the gap between how YCH shows up in person and how it shows up online.

The platform gives brewers the data, discoverability, and control they asked for, while keeping YCH’s sales reps at the center of the relationship, freed to focus on the moments that benefit most from a human touch. The new digital experience reflects YCH’s commitment to creating more connected, transparent, and efficient ways for the world’s finest brewers to source hops from family farms.