Tractor’s New Haymakers Are “Gatorade for Farmers”

Folks, we’re here to talk about haymakers. “What’s a haymaker?” That’s the question I was asking myself when I accepted an invitation from Tractor Beverages to fly 2,000 miles across the country to try them for the first time during a retreat held at a secret location. We’ll get into that later; let’s talk about how you can try these drinks at Sprouts Farmers Market locations across the country starting this month.

Okay, but… what’s a haymaker?

The haymaker (also known as switchel) is a centuries-old “tonic” favored by farmers during long, hot days in the field. Made with apple cider vinegar, ginger, and citrus, these organic canned drinks each feature a full tablespoon of A.C.V. and just 5 grams of sugar. Tractor’s modern take on this classic recipe debuts in four flavors: Apricot Peach, Citrus Ginger, Dragon Berry, and Passion Mango. While the drink will debut exclusively at Sprouts, I expect we’ll see a broader launch in similarly organic-focused retailers in the future.

If “Tractor Beverages” rings a bell, I bet you’re a regular at Chipotle. Tractor produces the lemonades, aguas frescas, and black tea served at every Chipotle store. This first step into retail with the Haymaker line was a long time coming, which I learned when I flew to California to meet with the Tractor team at FARM CAMP…

You flew 2,000 miles to try these drinks?

Back in September, I got an email with a wild offer: “Tractor Beverages would like to fly you to California for two days of farm-to-table meals, creative workshops, farmhand shadowing, and product testing.” I took them up on their offer, and there I was getting picked up at the airport by Duke Stump, Tractor’s Chief Brand Officer (and ex-VP of Brand Marketing at Nike). Duke and I drove through some gorgeous scenery to a quiet compound in Ojai, California, which I’ve been politely and strongly asked not to share details.

After a few days talking, eating, and working alongside all levels of the Tractor team (plus my fellow content creator pals Brennan and Noah), I was convinced of one thing: these people are absolutely nuts in all the best ways. I’m glad Tractor’s Haymaker line will end up in front of Sprouts shoppers across the country, because we need more companies like Tractor in the beverage space.