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Hitchcock Brewing Co. opens in Whately

  • Hitchcock Brewing Company in Whately, which is owned by Rich and Geneva Pederson, is the newest brewery to open in Franklin County; behind the brewery, the couple grows about 850 hop plants, which they use in the beer. Recorder Staff/Andy Castillo

  • Hitchcock Brewing Company in Whately, which is owned by Rich and Geneva Pederson, is the newest brewery to open in Franklin County; behind the brewery, the couple grows about 850 hop plants, which they use in the beer. Recorder Staff/Andy Castillo

  • Hitchcock Brewing Company in Whately, which is owned by Rich and Geneva Pederson, is the newest brewery to open in Franklin County; behind the brewery, the couple grows about 850 hop plants, which they use in the beer. Recorder Staff/Andy Castillo

  • The Hitchcock Brewing Co. grows about 850 hop plants in Whately. Recorder Staff/Andy Castillo

  • Hitchcock Brewing Company in Whately, which is owned by Rich and Geneva Pederson, is the newest brewery to open in Franklin County; behind the brewery, the couple grows about 850 hop plants, which they use in the beer. Recorder Staff/Andy Castillo

  • Hitchcock Brewing Company in Whately, which is owned by Rich and Geneva Pederson, is the newest brewery to open in Franklin County; behind the brewery, the couple grows about 850 hop plants, which they use in the beer. Recorder Staff/Andy Castillo

  • Hitchcock Brewing Co. in Whately, which is owned by Rich, shown at right, and Geneva Pederson, is the newest brewery to open in Franklin County. Behind the brewery, the couple grows about 850 hop plants, which they use in the beer. Recorder Staff/Andy Castillo PHOTOS

  • Hitchcock Brewing Company in Whately, which is owned by Rich and Geneva Pederson, is the newest brewery to open in Franklin County; behind the brewery, the couple grows about 850 hop plants, which they use in the beer. Recorder Staff/Andy Castillo

  • Hitchcock Brewing Company in Whately, which is owned by Rich and Geneva Pederson, is the newest brewery to open in Franklin County; behind the brewery, the couple grows about 850 hop plants, which they use in the beer. Recorder Staff/Andy Castillo



For the Gazette
Sunday, July 17, 2016

WHATELY – Look for Hitchcock Brewing Co. on the local craft beer list at a growing number of local restaurants. The brewery is just off Christian Lane in Whately, next to Tall Grass Alpaca Farm.

Rich Pederson, who co-owns the beer business with his wife, Geneva Pederson, said their goal as brewers is to create a brand that puts the craft of beer making first — and that keeps in touch with local flavor.

“We produce local ales for local people,” he said. “We want to make beer that people want to drink and (is not) necessarily the hottest thing on the market.”

In addition to making good beer, the two brewers also farm hops. The brewing company sources its hops from about 850 hop plants that twist up, twine strung, across a field behind the brewery.

Hitchcock Brewing Co. is named after Edward Hitchcock, who was born in Deerfield and became the first state geologist for Massachusetts, as well as the third president of Amherst College.

Hitchcock offers three types of ales — a pale ale, golden ale and an India pale ale, which has more hops than the pale.

Right now, the brewery only sells kegs. However, Pederson said he intends to release a porter soon and will begin selling canned beer in the fall, after a tasting room at the Whately location has been completed.

The new brewery shipped its first keg on May 15 to Amy Florek, owner of Amy’s Place in Easthampton.

Since then, Pederson said, they have been able to get their beer into several popular restaurants and bars around western Massachusetts, including Amy’s Place, Brass Cat, Tavern on the Hill and Luthier’s, all in Easthampton; Fitzwilly’s Restaurant and The Deck at the Platform Sports Bar, both in Northampton; JJ’s Tavern in Florence; Yarde Tavern in South Hadley; and the Deerfield Inn and Champney’s in Deerfield.

He added that Franklin County is a great place for emerging beer brands to make a start, because the craft beer business is rapidly expanding.

“What we’re seeing up in Vermont, we’re seeing here,” said Pederson, about the expansion of the beer industry in the region — one of the reasons he and his wife decided to settle in Franklin County.

The couple grew up in the Pioneer Valley and have lived in Southampton, Westhampton and near Stowe, Vermont.

After retiring, the couple moved back to the area in 2013.

Hitchcock Brewing Co. blossomed from the Pedersons’ love for making beer — and for farming.

Rich Pederson, former chief information officer for the National Life Group in Vermont, started brewing in his basement back in the mid 1980s.

“I’ve always wanted to open a brewery,” he said. “My wife and I both did an early retirement and decided to chase a dream.”

Geneva Pederson, who worked as a nurse practitioner before she retired, said she was interested in the idea of starting a brewery because she wanted to return to and farm the land.

“The farming piece is what entices me,” she said, adding that combined with her husband’s love for making beer, the business has been a success. “The two pieces work really well together.”

In the future, Rich Pederson said he intends to infuse locally-produced fruit and other ingredients in the beer and experiment with hyper-locally-produced concoctions.