The U.S. Grains Council has maintained a strong relationship with the Mexican barley importer, Constellation Brands, since 2014, initially supporting its efforts to establish a closer integration strategy by contracting barley directly from U.S. farmers.
Although expansion of that program stalled after 2016, the Council’s focus then shifted to educating Constellation staff on malt suppliers, barley markets, and U.S. production systems.
However, in 2023, despite growing concerns over potential U.S.–Mexico trade tensions, Constellation renewed its commitment to expand direct farmer contracts. The goal was to deepen its footprint in barley-producing states and reinforce awareness around the role of free trade in U.S.–Mexico agricultural ties.
In 2024, the Council organized a joint mission to Montana with Constellation representatives to observe sustainable practices among U.S. barley producers and strengthen Constellation’s grower engagement. Following this visit, Constellation expanded its farmer network from 7 to 15 growers, doubling its direct barley purchases from 8,000 to 16,000 metric tons.
The Council’s barley program delivers substantial value for members by securing high-value contracts and reinforcing U.S.–Mexico agricultural trade.
Looking ahead, the Council will continue to introduce Constellation to grower networks in other barley states, enhance sustainability education, and promote this model to other breweries invested in traceability and closer relationships with U.S. growers.
The $8,000 MAP investment in the Montana trade mission yielded a growth in sales of 8,000 metric tons of barley valued at $2.6 million, with a ROI of $325 per $1 of MAP funds invested.