The new 6 For 6-Pack program assists farmers transitioning to organic
The Organic Trade Association is proud to support a new program led by Michelob ULTRA Pure Gold, the first major beer brand to be USDA certified organic. The new program, 6 For 6-Pack, helps U.S. farmers who want to convert to organic farming by assisting them through the challenging three-year transition process. Michelob ULTRA Pure Gold’s Super Bowl LIV spot encourages consumers to join the brand in helping farmers transition six square feet of farmland into organic with each purchase of a 6-pack of Michelob ULTRA Pure Gold.
“We are thrilled to welcome Anheuser-Busch, through its Michelob ULTRA Pure Gold brand, as a member of the Organic Trade Association and to our efforts to expand organic acres across the country,” said Laura Batcha, CEO and Executive Director of the Organic Trade Association. “They join a vast coalition of businesses working together to protect organic and expand our stake in American agriculture.”
Anheuser-Busch is a member of the Organic Trade Association through its brand, Michelob ULTRA Pure Gold. Tied to Anheuser-Busch's industry-leading sustainability efforts, the 6 For 6-Pack program is an extension of the Contract for Change that Michelob ULTRA Pure Gold launched last year. Through the new partnership, Michelob ULTRA Pure Gold and the Organic Trade Association have come together to shine a light on the fact that less than one percent of farmland in the U.S. is organic.
“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 want 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. We’re proud to be part of the Organic Trade Association and join other like-minded companies supporting the organic industry.”
6 For 6-Pack is another step toward the brewer achieving its ambitious 2025 U.S. Sustainability Goals, one of which focuses on Smart Agriculture and financial empowerment across the company's 1,000 direct contract barley, rice, and hops farmers. Michelob ULTRA Pure Gold’s membership in the Organic Trade Association will support a variety of programs, including the Organic Agronomy Training Service (OATS) Project. OATS is a “train-the-trainer program” for agricultural professionals working with organic or transitioning farmers. OATS is supported by GRO Organic, the Organic Trade Association’s industry-invested organic research, promotion and education program.
“Our membership in the Organic Trade Association helps us to provide resources and opportunities for our expanding network of organic farmers,” said Jess Newman, Senior Director of Agriculture at Anheuser-Busch. “Programs such as the Organic Agronomy Training Service will give our farmers the tools they need to continue producing the highest quality organic malting barley for our trailblazing beers. Thanks to the Organic Trade Association, we’re pleased to further strengthen our relationship with the agricultural community.”
Anheuser-Busch has been a leading brewer for more than 165 years and believes that great beer starts with quality ingredients. Sourced directly from farmers throughout America’s heartland, the majority of ingredients used to brew Anheuser-Busch beers come directly from local farms. Anheuser-Busch has long-standing, intergenerational partnerships with farmers who share the brewer’s drive and passion for superior quality, and the brewer’s 15-person agronomy team works directly with grower partners to provide support and best practices.
For more information on the partnership and the 6 For 6-pack program, visit ota.com and puregold.com. //
ABOUT ORGANIC TRADE ASSOCIATION
The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. OTA is the leading voice for the organic trade in the United States, representing over 9,500 organic businesses across 50 states. Its members include growers, shippers, processors, certifiers, farmers' associations, distributors, importers, exporters, consultants, retailers and others. OTA’s Board of Directors is democratically elected by its members. OTA's mission is to promote and protect ORGANIC with a unifying voice that serves and engages its diverse members from farm to marketplace. The Organic Trade Association does not discriminate on the basis of age, disability, national origin or ancestry, race, gender, religion, sexual orientation, marital status, political affiliation or military status. Persons with disabilities who require alternate means for communication of program information can contact us at info@ota.com.
ABOUT MICHELOB ULTRA
Introduced in 2002, Michelob ULTRA is currently the fastest growing beer brand in the United States by share. With just 95 calories, 2.6 carbs and no artificial flavors or colors, it is a superior light beer that celebrates the active, balanced lifestyle of its drinkers that includes both fitness and fun. Michelob ULTRA’s choice of grains and extended mashing process leads to its refreshing taste and fewer carbohydrates. It is brewed with the finest barley malt, rice, all-imported hops and a pure-cultured yeast strain, all of which reflect Anheuser-Busch’s commitment to brewing quality. Introduced in 2018, Michelob ULTRA Pure Gold is an organic light lager with organic grains sourced from the finest farms. At just 85 calories, 2.6 carbs and a superior golden taste, Michelob ULTRA Pure Gold is the first organic beer from a national brewer. For more information, visit www.michelobultra.com.
ABOUT ANHEUSER-BUSCH
For more than 165 years, Anheuser-Busch has been woven into the cultural fabric of the United States, carrying on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate 23 breweries, 14 distributorships and 23 agricultural and packaging facilities, and have more than 18,000 colleagues across the United States. We are home to several of America’s most recognizable beer brands, including Budweiser, Bud Light, Michelob ULTRA and Stella Artois, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, Twitter, Facebook and Instagram.
