"Since our company was founded in 1794, we have grown from a hop trader to a service provider for all aspects of hops. We are now the taste experts for the best beers in the world". Stephan Barth, one of the three managing partners of Joh. Barth & Sohn, summarises the development of the family business over the last 225 years. "Our tasks have changed, new companies have been added, but the name Joh. Barth & Sohn has remained. Now we have decided to change our name to BarthHaas in November 2019", Stephan Barth explains the name change.

"With the new brand, we are creating a uniform umbrella for our companies in Europe and Asia and can thus present a uniform image to customers, suppliers, potential new employees and the industry," says Barth. In addition to Joh. Barth & Sohn, the existing companies Barth-Haas UK, Barth-Haas Beijing, Barth-Haas Hong Kong, Simply Hops, Barth Innovations! and the Barth-Haas Hops Academy will also be active under the BarthHaas brand.

Another reason given is that the addition "& Son" has not been true for a long time and will probably do even less in the future, as many daughters grow up in the owner families, who are to participate in the company as well as their male relatives.

The three shareholders Alexander, Regine and Stephan Barth are certain: "The new identity BarthHaas^® gives the companies, the employees and all stakeholders an orientation that makes BarthHaas^® sustainable and will last in the long term".