Anheuser-Busch’s Choose Beer Grown Here campaign marks a significant milestone in the company’s history and should be a way to support American farmers by promoting domestically sourced ingredients. As one of the nation’s leading brewers, Anheuser-Busch has been in business for over 165 years, during which it has cultivated partnerships with farmers across the United States.
Similarly, the launch of the U.S. Farmed certification and packaging seal by the American Farmland Trust represents an effort to recognize and celebrate the contributions of American farmers. Anheuser-Busch became the first company to adopt AFT’s new seal, and by affixing this label to its products, the brewer is not only affirming the quality and authenticity of its ingredients but also empowering consumers to make informed choices.
This transparency fosters a deeper connection between consumers and the agricultural community, creating a sense of trust and accountability within the supply chain.
Sounds good, right?
But is this campaign as good as it sounds? And do we really need more labels?
At first, I was really excited to see that Anheuser-Busch was part of the U.S. Farmed campaign to support domestically grown food and family farms. There are a lot of pressures coming at farmers, and it’s important that our farmers are able to be profitable and stay on the land. I’m a big fan of buying local for many reasons … whether that’s in your community or your own country.
However, I’m a little disheartened to see that it’s following footsteps of other labels — having to pay money to have it. At first, I thought Anheuser Busch was doing this out of the goodness of their heart. But then I learned about the money aspect and, well …
Is this just yet another label that steers heavily into the money? At least AFT said it plans to use the money raised to expand programs and provide U.S. farmers with resources and expert advisory services.
Still, it seemed that a big part of the Choose Beer Grown Here campaign was going to be its emphasis on sustainability and environmental stewardship. Anheuser-Busch implements innovative practices to minimize its environmental footprint and conserve natural resources. By sourcing ingredients from local farms, the company reduces transportation emissions and supports regional economies, further enhancing the sustainability of its products.
It sounds kind of familiar. A-B has had a long and windy road of redemption with farmers. Back in 2019, the company launched a horrible campaign during the Super Bowl attacking corn syrup as an ingredient, sparking outrage from farmers and putting A-B on the losing end of a lawsuit from competitor MillerCoors. Following that came heavy media marketing that explained A-B’s commitment to U.S. growers. Yet again, more pro-farmer campaigns with a big “pro corn” campaign within Busch Light.
A-B claims the U.S. Farmed certification program provides tangible benefits to farmers, beyond just recognition for their efforts. The funds generated from the certification support initiatives aimed at preserving farmland, promoting soil health, and implementing sustainable agricultural practices. This investment in the future of farming ensures the long-term viability of agricultural communities and safeguards the agricultural heritage of the United States.
In addition to its economic and environmental impact, the campaign has the potential to create broader social change by raising awareness about the importance of supporting American agriculture. By educating consumers about the benefits of choosing locally grown products, Anheuser-Busch is empowering individuals to make choices that align with their values and contribute to the greater good.
The American Farmland Trust is a great organization with great goals. But for the base price of $5,000 (which pays for the license and the auditor who has to do the independent review of the company’s supply chain), I’m left wondering how any small- and mid-sized food and beverage companies could sign on with this. I’m kinda torn.
Michelle Miller, the Farm Babe, is a farmer, public speaker, and writer who has worked for years with row crops, beef cattle, and sheep. She believes education is key in bridging the gap between farmers and consumers.
