The lack of organic farmland in the U.S. is soon going to get more attention than any of us could have ever imagined.
In a 60-second commercial to air during next Sunday’s Super Bowl, Michelob ULTRA Pure Gold organic beer will be introducing its 6 For 6-Pack program, and the key component of this initiative is that for every six-pack sold, the company will convert six square feet of U.S. farmland to organic.
The ad explains how less than 1% of U.S. farmland is organic — a fact that almost all Americans are unaware of and something that requires us to import a majority of our organic food.
For Anheuser-Busch, who owns Michelob ULTRA Pure Gold, this supply chain challenge has presented an opportunity to make a significant impact on the system.
“There’s an imbalance between consumer preference for organic products and the amount of organic farmland we currently have in the U.S. to support this need,” said Azania Andrews, Vice President of Marketing, Michelob ULTRA. “The future of organic beer relies on more farmers converting to organic; we feel a responsibility to help provide choice and support to those who want to transition, so that together we can help farmers sustain and grow their business and provide consumers the products they want.”
According to the company, Michelob ULTRA Pure Gold has delivered nearly $100M in incremental revenue since its launch in 2018 and saw triple volume growth from year 1 to year 2.
And with this incredible success, Anheuser-Busch decided to increase its support for U.S. organic farmers by expanding its Contract for Change program with 6 For 6-Pack.
Launched in 2019, Contract for Change offers 3-6-year transitional barley contracts with premiums for transitional and organic barley production. Additionally, Anheuser-Busch’s expert agronomists are working in partnership with CCOF to provide technical assistance to farmers as they navigate the steps required to grow certified organic crops.
UNPRECEDENTED FOR ORGANIC
In last year’s Super Bowl, Michelob ULTRA Pure Gold ran its first commercial, an ad starring actress Zoe Kravitz. Not only did it garner nearly 100 million views, but USA Today named it one of the Top 100 Super Bowl ads of the last 25 years.
This year, the ad puts the spotlight directly on the issue of less than 1% of U.S. farmland is organic and how challenging it is for farmers to transition to organic. However, the company gives consumers a vehicle to change that — through the purchase of a 6-pack of Michelob ULTRA Pure Gold.
With an approximate 100M views expected for this year’s ad as well, organic farming will receive absolutely unprecedented exposure.
Equally as important, it is likely that nearly everyone in Congress and the White House will see this very powerful commercial. And for an administration that talks so much about protecting farmers and putting America first, let’s hope that it attracts the attention of someone influential in our government who will seize this opportunity and make U.S. organic farming a priority.
This advertisement is a watershed moment for the organic industry, and we owe a serious debt of gratitude to the people at Anheuser-Busch for making it happen.
Max Goldberg, Founder
Reports are surfacing any settlement may be in the $8 billion to $12 billion range.
The Consumer Brands Association (formerly known as the Grocery Manufacturers Association) has launched an advisory board to provide “thought leadership and strategic oversight for the industry as it moves forward in seeking appropriate regulation of CBD.”
Fewer and fewer acres in the state are in the process of transitioning to organic.
Called KeHE elevate, the program brings emerging brands a high-touch platform for building up their market presence and increasing national distribution.
PFAS (the 'forever chemical') is showing up in water supplies nationwide, and many communities are left to fight against the toxins themselves.
Very cool! The California Organic Institute will accelerate the development and adoption of effective tools and practices for both organic farmers and those transitioning to organic.
As questions of food security and food supply become more pressing for many governments in Africa, people are turning to innovative solutions to grow organic vegetables.
A new and very risky narrative is emerging that gene-edited food will be required for indoor vertical farms.
The material in this newsletter is copyrighted and may be reprinted by permission only. All requests must be in writing. Please use our contact form to request republication rights.
* Last night’s Grammy awards served plenty of organic fruits and vegetables.
* Jennifer Taylor — a Florida A&M professor, organic farmer and a Rodale Pioneer award winner — was named Florida agriculture ‘Woman of the Year’.
* The EU and Iran have been holding joint workshops on organic agriculture.
* Apparently, the Organic Cat Cafe and Music Lounge in Greenville, South Carolina is offering Cat Yoga. Who knew?
* On April 3-4, The Real Organic Project Symposium will be taking place at Dartmouth College in New Hampshire.
* Women Leading Regeneration Summit will be held in Austin on April 28-29.
* Organic Food Iberia will be taking place June 2-4 in Madrid.
* Lastly, I would like to give a shoutout to Suja Juice co-founder Jeff Church, who just stepped down as CEO of the company. He built Suja from scratch into the country’s leading pressed organic juice company, a very difficult endeavor. Furthermore, Jeff has been an incredible friend to me over many, many years.