Educate concerning? False marketing material... I'm 100% educated on that.
Point me to a taste test that discerns hand floor malted vs mechanical floor malted vs machine malted. Maybe throw in a new term "Shovel Floor Malted".
This is Seth Klann, owner/farmer/maltster at Mecca Grade. Someone sent me an email about this post and invited me to chime in. For those of you who have seen our machine and process (Denny Conn for example), the absolute best way to describe it is "Mechanically Floor Malted." No false advertising whatsoever.
I started home malting in my garage years ago before there was any information on the subject. I had many ideas on how to make floor malt even better, and was told that most of them wouldn't work because they simply "weren't being done." We came up with a way to do all of the processes of malting in one giant machine (steeping, germination, kilning)...what is referred to in the biz as a "uni-malter." These machines are rare. At 12 tons of finished malt a week, our machine is the world's largest unimalter. Some of the processes within it also lending to the flavor of finished malt, aside from the contributions from grain variety, terroir, etc. Many of our processes are proprietary, so instead of blasting it online, we invite brewers and distillers to the malthouse to witness how grain gets to glass first-hand.
Do you know what happens in a large, industrial malting process? If you can find some, look up some YouTube videos on malting. Grains are never completely turned over like in a traditional floor malt environment. Going into kiln, grain beds can be upwards of 8 feet deep. When hot air is blown through the bed you end up with stratification...different layers, different products. These are pulled off, stored, and blended later to try to make a more homogenized product.
Quite simply, if you can make every single kernel be the same product, you end up with a tremendous depth of flavor. The only way to do that is through using the best of the technology, shallow grainbeds, and semi-continuous movement. You know..."Mechanical Floor Malting."
Of course, you can always use a blended product like 2-row like everyone else. Just save the Mecca Grade for those that are in on the secret