Buy a six-pack of Michelob ULTRA Pure Gold and a farmer will be able to turn 6 square feet of farmland into organic farmland.
That’s the proposition the Anheuser-Busch brand is offering consumers in a 60-second commercial debuting during the Super Bowl LIV telecast.
Michelob ULTRA Pure Gold is the first national beer brand to be USDA-certified organic, and it says many U.S. farmers are interested in converting to organic farming but they face monumental challenges in doing so. A portion of sales from each Pure Gold 6-pack will go directly to farmers looking to transition to organic, allowing consumers to help drive change.
“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.”
6 For 6-Pack is an expansion of an existing program launched in 2019 called Contract for Change. Contract for Change offers 3-6-year transitional barley contracts with premiums for transitional and organic barley production.
Anheuser-Busch’s expert agronomists are working in partnership with the CCOF Foundation, the leading organization in organic certification and training, to provide technical assistance to farmers as they navigate the steps required to grow certified organic crops.
As demand for organic barley increases, Contract for Change aims to inspire the entire organic industry to assist farmers during the transition process by paying a premium for transitional and organic products and providing the needed technical training for farmers to succeed.
The 6 For 6-Pack program will provide the additional funds needed to expand Contract for Change and help increase the one percent of organic farmland.
“We are eager to help farmers transition to organic production through the visionary Contract for Change program. Michelob ULTRA is truly an organic champion and we are inspired by their commitment to helping farmers overcome barriers, while advancing the benefits of organic agriculture throughout the United States,” said CEO of CCOF, Kelly Damewood.