In the past 10 years, the U.S. Grains Council has developed a strong working relationship with Heineken Mexico, supporting a range of initiatives including supplier visits, team education, and sustainable practices.
In 2019, Heineken made a strategic shift away from malting the barley abroad and began sourcing barley directly into Mexico to malt in its own malting facility.
From 2019 to 2022, the Council supported Heineken’s spot market for barley purchases. In 2022–2023, the Council worked toward forming a structured procurement program. A major milestone was achieved in 2024, when Heineken initiated trial imports of 1,500 metric tons of U.S. barley to test logistics and how U.S. barley varieties perform against European barley.
However, initial shipments faced challenges related to soil contamination, causing delays, disposal complications, and increased costs. These issues risked jeopardizing U.S. barley’s standing as a viable supplier to the Mexican market. The Council responded swiftly, coordinating a team of U.S. barley and logistical experts to assess the problem, provide targeted feedback on railcar loading procedures, and reassure Heineken leadership. Their intervention not only facilitated the release of the remaining barley shipments but also helped identify and resolve the source of contamination.
Market Expansion and Future Potential
By effectively resolving these challenges, the U.S. Grains Council demonstrated the reliability and commitment of U.S. barley producers. This success has positioned U.S. barley as a trusted option for Heineken, starting at 1,500 MT and paving the way for a potential market of 150,000 metric tons—a significant opportunity for future export growth.
The $12,000 MAP funds invested in consultant coordination and trial support yielded a ROI of $41 for every $1 MAP funds invested.