NEW YORK – Michelob ULTRA aims to support organic farming in America with its 6 For 6-Pack program. In 2018 the brand debuted the first USDA-certified organic beer from a national brewer – Michelob ULTRA Pure Gold.
Launching earlier this year, 6 For 6-Pack allows Michelob ULTRA Pure Gold beer buyers to assist U.S. farmers planning to transition into organic farming. According to the company, a portion of sales will go directly to those farmers.
“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 in a statement. “The future of organic beer relies on more farmers converting to organic.”
Michelob ULTRA is a brand of Anheuser-Busch, which also produces Busch Beer, Budweiser, Bud Light, Stella Artois, and other iconic brands.
The 6 For 6-Pack is not Anheuser-Busch’s first foray in supporting organic farming. The program is an extension of the 2019 launched campaign Contract for Change which offers 3-6 year transitional barley contracts with premiums for transitional and organic barley production. Anheuser-Busch’s agronomists are working in partnership with the CCOF Foundation, a leading organization in organic certification and training, to provide technical assistance to farmers as they navigate the steps required to grow certified organic crops.
“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.
For more information on 6 For 6-pack, visit PureGold.com.