Formerly known as TruthToMaterial, join me, Greg Crum, on my excting new venture as Furthur Brewing! Furthur Brewing is my effort to keep pushing craft brewing and my involvement in the craft beer movement “furthur”. On this website, you will find info about my background, my commercial beer portfolio, consulting services, some unique South African hops available for the US craft beer market, and brewing and beer related blogs.
What’s in the name? “Furthur” (no, not Further!) was the name of the Merry Pranksters’ converted cosmic school bus that ventured around the US in the mid-1960s whose passengers included the likes of beat icon Neal Cassady, the psychedelic clown Wavy Gravy, the Grateful Dead, and author Ken Kesey amongst others. The name gave inspiration for the crew to keep going “furthur” when the bus or, perhaps, the passengers’ brains broke down. For me, “Furthur” has great significance in both moving on and progressing in life’s teachings, and helping to take craft beer fans and the community to a continuum of next levels.
The former Truth To Material website was a segue for me after leaving Devil's Peak Brewing Company I co-founded in Cape Town, South Africa. The phrase, actually “Truth to Materials”, apparently originated in the Arts and Crafts movement in the late 19th century when “practitioners advocated honesty of construction and truth to materials”. In other words, let the intrinsic beauty of the materials used shine through on their own without a bunch of fluff and deceit.
While Furthur Brewing is my next step, the Truth To Material ethos is, to me, what craft beer is largely about – honesty and creativity in brewing, honesty and camaraderie in business, freedom of expression, and simply keeping craft beer real.