Michelob ULTRA Pure Gold launches initiative supporting farmers’ transition to organic production
Published: August 1, 2019
Category: Organic News, The Organic & Non-GMO Report Newsletter
Michelob ULTRA Pure Gold, the first national beer brand to be USDA-certified organic, recently launched a new initiative called “Contract for Change” that supports American barley farmers who want to transition conventional fields to try organic production for the first time. The brand, alongside expert agronomists, will provide assistance to farmers as they navigate the costly and time-consuming steps required to grow certified organic crops.
To make the switch to organic, farms must undergo a three-year transition period with uncertain future markets, which can be expensive and therefore prohibits many farmers from making the switch. Michelob ULTRA will sign long-term, full-rotation contracts to purchase the barley grown from the beginning of the transition period through the first year of organic production. Pure Gold will purchase transitional barley at a premium price, supporting farmers during the transition window. In addition, farmers participating in “Contract for Change” will benefit from the ability to sell organic crops other than barley that are grown in the rotation.
“We are proud to support the expansion of the organic grains industry by enabling farmers who want to make the transition to produce organic,” said Azania Andrews, vice president of Michelob ULTRA.
“I want to congratulate Anheuser-Busch for their innovative Michelob ULTRA “Contract for Change.” The contract is a welcomed opportunity for American barley farmers to diversify and capture extra value for their production,” said Buzz Mattelin, President of the National Barley Growers Association. “The purchase guarantees and transitional premiums will aid growers if they choose to transition toward organic production.”
Michelob ULTRA promoted its certified organic beer in a television commercial during the Super Bowl last February.
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