By Kent Kupfner, MWBC Executive Director
Three recent “success reports” were published by the US Grains Council (USGC), with regard to barley marketing success. MWBC supports USGC to the tune of approximately $90 thousand a year for market development.
While it’s been challenging for barley growers over the past several years, I thought it would be a bit of good news to share these two reports showing growth for our barley industry. Note that in each of these the return on investment (ROI) of Market Access Program (MAP) funding was significant.
US Grains Council’s Constellation Montana Mission Drives Barley Sales in 2024
USGC has maintained a strong relationship with the Mexican barley importer, Constellation Brands, since 2014, initially supporting its efforts to establish a closer integration strategy by contracting barley directly from US farmers. Although expansion of that program stalled after 2016, USGC’s focus then shifted to educating Constellation staff on malt suppliers, barley markets and US production systems.
However, in 2023 despite growing concerns over potential US–Mexico trade tensions, Constellation renewed its commitment to expand direct farmer contracts. The goal was to deepen its footprint in barley-producing states and reinforce awareness around the role of free trade in US–Mexico agricultural ties. In 2024, USGC organized a joint mission to Montana with Constellation representatives to observe sustainable practices among US barley producers and strengthen Constellation’s grower engagement. Following this visit, Constellation expanded its farmer network from seven to 15 growers, doubling its direct barley purchases from 8,000 to 16,000 metric tons.
Dave Tweet, long-time barley industry expert, represents MWBC during trade team visits and other barley-focused activities.
USGC’s barley program delivers substantial value for members by securing high-value contracts and reinforcing US–Mexico agricultural trade. Looking ahead, the Council will continue to introduce Constellation to grower networks in other barley states, enhance sustainability education, and promote this model to other breweries invested in traceability and closer relationships with US growers. The $8,000 MAP investment in the Montana trade mission yielded a growth in sales of 8,000
metric tons of barley valued at $2.6 million, with a ROI of $325 per $1 of MAP funds invested.
US Barley Exports to Korea Grow Due to Council Promotion Efforts*
USGC used MAP funds to promote US barley to the Korean food industry through a series of educational programs to overcome the lack of appreciation for the quality of US barley, a major obstacle to expanding exports of US barley to Korea. As a result, the Council was able to achieve a significant increase in exports of US barley in the past two years.
USGC sponsored the Northern Crop Institute’s (NCI) Food Barley Course (Healthy Solutions for Food Barley Uses) in 2021 and 2023, with 45 buyers and R&D personnel from 14 companies in the food, confectionery and rice substitute industries. The educational programs provided the Korean barley importing industry with a better understanding of the nutritional benefits and health claims of US food barley and contract farming for superior quality and stable supply.
USGC invested $61,379 of MAP funds between 2021 and 2023 to host NCI’s US Barley Education Program, contributing to an average annual export volume increase of 3,540 tons and an export value increase of $844,000 in the past two years. This represents an export value increase of $1,688,000 in the last two years compared to MY 2021/22, resulting in a ROI of $27 for every $1 of MAP funds invested.