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You can’t avoid barley fields when you venture into the wilds of North Norfolk to get to Gt Ryburgh. There’s mile upon mile upon mile of them. This is perhaps the best barley growing region in the world. It’s why there’s a maltings right in the heart of it.

So when our customers come to visit, they see why Crisp is located here. They get a real feel for the connection between – and interdependency of – farming, malting, brewing and distilling.

Lines of people in high vis jackets with Crisp logo walking towards lorry


In June last year, around 60 customers joined us for an Open Day. Chief Operating Officer, Steve LePoidevin welcomed them, introducing members of the team. Then they were off.

Two males assess crops in field during open day

Groups were taken around the site, stopping to hear about processes taking place at each point – and about the transformation of the grains at each stage. They also went to local fields to stand close to the crops; see the difference between the varieties; and hear about the science behind successful production.

The Open Day is not a big sell, it’s about passing on our knowledge and expertise. The more informed craft brewers and distillers are, the better it is for the whole industry. It helps them to make more informed choices; to produce better beer and whisky; and to promote the attributes of their products to drinkers. To put it simply, we just want all our customers to be as passionate about malt as we are!

Colin Johnston, our Sales and Marketing Director

Seeing the processes close up; talking to the team; and tasting different ‘worts’ made with different malts are all intended to inject them with enthusiasm about malt. The good news is, it seems to work.

The malting barley is raked by hand on the No 19 floor at Great RyburghWhenever we host open days, we get fantastic feedback from participants, and this time was no exception. Personal relationships support sales, but you can’t build relationships if all you do is sell at people.

Technical support, education, information, understanding of needs and kindness to customers are all a crucial part of the sales mix. Open days really help.

So if you’re a brewer, distiller or industry member, be sure to have a warm welcome and insightful tour at our next open day this year.

Email for more details.

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