The lack of organic farmland in the U.S. is soon going to get more attention than any of us could have ever imagined. As Organic Insider reported this Monday, 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.
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