2021 HBS: What is Agronomics?

Join us in this discussion where we’ll talk with Joe Catron and Rob Laurie from Yakima Chief Ranches about hop yield, soil, pest resistance, land, terroir and other farming and agronomics factors and their importance to keep delivering premium quality hops to your breweries. Joined by some of YCH growers to hear their perspective on growing PWN hops.


For more information, email [email protected].


Sep 01 2021


3:00 pm - 4:00 pm

More Info

Join via Zoom


Yakima Chief Hops
Join via Zoom


  • Bill Cahill
    Farm Manager

    Coleman Ag

  • Diane Gooding
    Diane Gooding
    Vice President

    Diane Gooding, Vice President of Gooding Farms, Inc. has been full time with the farm since the summer of 2010. A 6th generation grower and 4th generation Idahoan, Diane has a passion for hops, beer, animals and all things agriculture related. A Bachelor’s in Art of US History from San Francisco State University ingrained critical thinking and an inquisitive attitude that Diane applies to the farm operation every day. Diane and her team manages and operate a 1,300 acre (527 hectare) farm with sheep, cows and chickens; of which 900 acres (364 hectares) are dedicated to hop production. Diane sits as the treasurer for the Hop Research Council as well as a director of the Wilder Irrigation District. In her free time, she travels, enjoying eating at unique and distinctive restaurants as well as riding her bike when time and weather allows!

  • Joe Catron
    Joe Catron
    VP of Branding

    Joe Catron is the VP of Yakima Chief Ranches. Joe has a strong appreciation for horticulture, having worked in different agricultural and landscaping capacities in the Yakima Valley. Joe holds a Bachelor of Arts in Cultural Anthropology from Western Washington University. After graduating from college, he interned with Yakima Chief Ranches, and was hired out of that program as the Quality Assurance Manager. He recently earned a Master of Science in Agriculture with an emphasis on plant health and management at WSU and was promoted to his current position. He has been married to his wife Katie for 8 years and they have one daughter, Copper.

  • Leon Loza Jr.
    Farm Manager

    Leon Loza Jr (although, everyone calls him Junior) is the farm manager at Loza Farms inc. He was born and raised on this farm and has been doing odd jobs along with his siblings as long as he can remember. He started to work in hop harvest when he was 13 years old as a bailer and he did that for 15 years along with other duties. After his parents bought the farm in 2006 his role become much broader, from overseeing irrigation, pesticide program to fabricating in the picking machine. Junior feels privileged to be able to work with his family while his parents continue to grow their American dream. You may contact me at [email protected]

  • Rob Laurie
    Rob Laurie
    Special Projects Manager

    Rob Laurie is a grower services manager at YCR focusing on field management in the Willamette Valley. Originally from a beef cattle farm in New South Wales, Australia, Rob undertook an international exchange at Purdue University in 2019 followed by an internship position at YCR. Currently Rob is undertaking a Master of Science in Crop Science at Oregon State University under world renowned hop scientist, Dr. Dave Gent. When Rob is not at work he is either in the mountains skiing, fishing, or visiting local breweries in the valley. He also finds time to manage his families’ experimental hop yard in Australia!

  • Rodrigo Plancarte
    Rodrigo Plancarte
    Regional Sales Manager - Mexico & Central America

    Rodrigo Plancarte is the RSM for Mexico and Central America at Yakima Chief Hops functioning as the link between breweries and distributors from the region with the Hop Farms from the PNW as well as being key to bring hop knowledge to the Spanish speaking market. Before joining the sales team, he did the Quality Control Internship at Yakima Chief Ranches in 2018 as the first foreigner to join the program. He got to Yakima after graduating as a Biologist from the Instituto Politécnico Nacional in Mexico City with his thesis project on hydroponic hops published as a paper in the international journal IJOEAR. Furthermore, Rodrigo is a Beersommelier from the Mexican Academy of Enogastronomy and teaches hop classes there; with the Mexican Brewer’s Guild in the Brewer Diploma taught at the Chemistry Faculty in the Universidad Nacional Autónoma de Mexico; and other courses taught with different organizations. Rodrigo is fluent in English and Spanish and partially Portuguese. He lives in Querétaro, Mexico with his fiancée and their dog. When not at work you can find him hiking, playing with their dog, gardening, or cooking, and experimenting with cocktails and distillates. You can reach him at [email protected]

    Rodrigo Plancarte es el Gerente Regional de Ventas para México y Centro América en Yakima Chief Hops desempeñándose como el enlace entre cervecerías y distribuidores de la región con las granjas del Noroeste del Pacífico, así como clave en transmitir el conocimiento del lúpulo al mercado hispanoparlante. Antes de unirse al equipo de ventas, realizó una pasantía en control de calidad en Yakima Chief Ranches durante 2018 como primer extranjero en integrarse a dicho programa. Llegó ahí después de graduarse como Biólogo en el Instituto Politécnico Nacional en la Ciudad de México con su tesis sobre cultivo de lúpulo hidropónico publicada como artículo en la revista internacional IJOEAR. Además, Rodrigo es Beersommelier de la Academia Mexicana de Enogastronomía y colabora como docente en la misma; con el Gremio Mexicano de Cerveceros en el diplomado de Cervecero en Jefe impartido en la Fac. de Química de la UNAM; y en cursos impartidos con otras organizaciones. Rodrigo habla español e inglés fluido y portugués parcialmente. El reside en Querétaro, México con su prometida y su perro y cuando no está trabajando lo pueden encontrar haciendo caminatas, jugando con su perro, trabajando en su jardín o cocinando y experimentando con cocteles y destilados. Pueden contactarlo al correo [email protected]

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