A HEREFORDSHIRE farmer has said he is proud but embarrassed as Waitrose starts selling beer with his face on the can.

As farmers around the county gear up for harvest, Henry Smith of Brook House Hops, near Bromyard, was delighted to find out that he is now featured on the latest beer from independent craft brewers Gipsy Hill Brewing Co.

Mr Smith popped into Waitrose in Worcester to grab a can of the pale ale, called Perennial, while there were still some left.

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Perennial is described as an English IPA-style beer that has been exclusively brewed for Waitrose by Gipsy Hill as part of a special range that celebrates the versatility of home-grown British hops and the beautiful bounty of the Herefordshire and Worcestershire countryside.

The farm, in Avenbury, also recently won Hop Farmer of the Year at the Three Counties Food and Farming Awards.

Hereford Times: Waitrose says the pale ale should be popular with its customers. Picture: Brook House Hops Waitrose says the pale ale should be popular with its customers. Picture: Brook House Hops

Mr Smith said: “It’s a mixture of pride and embarrassment to be honest! At Brook House Hops it takes a massive team effort throughout the year to achieve the hop perfection that brewers need to create great beers like this.

"Hop growing has a proud history in our region and we’re determined to keep it going for the new generation of craft brewers.

"Seeing a quality product like Perennial on the shelf that really highlights the work we’ve been doing is hugely satisfying.

"We need more respected brewers and household brands like Waitrose to show their support for local farmers and producers in this way as we’re confident that their customers will love the beer and be proud of where it comes from."

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Mr Smith and his farm team will soon be busy harvesting their current crop of award-winning British hops over at their Bromyard farm throughout September. 

Alan Cole, head of beers, wines and spirits at Waitrose, in London Road, Worcester, had just finished completing the new display that highlights local brewers and producers and said he was sure the beer would be very popular with customers.

He said: "I'm pleased that we're able to sell lines in our branch which support growers and suppliers who work within our local community."

He added: "Perennial is brewed with UK grown variations of popular US hops – Cascade, Chinook and Challenger, all of which are grown at Brook House Hops.

"With a wealth of hop characteristics, it’s packed with citrus, pineapple and floral aromas and flavours with a smooth rolling bitterness. It is available in over 100 Waitrose branches and is perfect for summer barbecues."