“Choose Beer Grown Here” rallies around U.S. agriculture

Eric Vaught farms in Hickory Ridge, Ark., and as a rice farmer he takes every opportunity to promote the U.S. rice industry. Each year, rice farmers produce around 20 billion pounds of rice in the United States, across 2.8 million acres. Of that, 80% of U.S.-grown rice is consumed in the United States.  

However, as Vaught pointed out, some consumers may be unaware that rice is even grown in the U.S., or understand the supply chain that begins in the field to put rice – in various forms – on retail shelves and ultimately our tables. 

“As rice farmers, we have to do everything we can to promote our product,” Vaught said.

Rice is a staple pantry item, but it is also a key ingredient in some beers. As one of Vaught’s promotion efforts, he serves on the grower advisory panel for Anheuser-Busch. His family farm has a longstanding relationship with the company. In fact, Vaught is one of hundreds of growers across the nation whose crop goes into Anheuser-Busch beers.

In March 2024, Anheuser-Busch became the first company to receive the U.S. Farmed certification. Now, five of its beer brands have a distinct seal on the label, which showcases products that are American made. 

U.S. Farmed is a certification program launched by the American Farmland Trust (AFT). The seal, found on certified brands, helps shoppers easily identify products made with at least 95% U.S. sourced agricultural ingredients.  

This program is the first of its kind. Other brands have since joined the movement, and all eligible companies are encouraged to participate.

Grown in the U.S.A 

Anheuser-Busch’s participation in U.S. Farmed reflects the company’s time-honored devotion to sustainability. The company is proud of its commitment to and connection with U.S. farmers for more than 165 years.

“That is who we are,” said John Rogers, U.S. chief procurement officer at Anheuser-Busch, during the opening session of the USA Rice Outlook Conference this past December.

“At Anheuser-Busch, we sell American beer. 99% percent of the beer we sell in the U.S. is made in the U.S., and nearly all of our ingredients are sourced from American farmers,” he said.

Each year, the company purchases over $700 million in high-quality ingredients, across 700 grower-partners throughout the country. This includes 99% of the barley and 100% of the rice and corn used to brew its branded beers. 

The Anheuser-Busch beers that are labeled with the U.S. Farmed Certified seal include Busch Light, Busch, Budweiser, Bud Light, and Michelob Ultra.  

To further support this effort, the company launched its “Choose Beer Grown Here” campaign, encouraging consumers to look for the U.S. Farmed Certified seal on the label. Rogers emphasized that this slogan would continue to serve as the company’s rallying cry.

“Sourcing from American growers has allowed us to drive economic prosperity in communities right here in the United States, and it is through initiatives like U.S. Farmed that we are able to support not just our direct growers, but the entire agricultural industry,” Rogers said.

John Rogers of Anheuser-Busch speaking on stage during the USA Rice Outlook conference.
Anheuser-Busch’s Chief Procurement Officer, John Rogers shared about the company’s U.S. Farm Certified seal on five of its beer brands during the 2024 USA Rice Outlook Conference. The initiative is supported by the company’s rally cry, to “Choose Beer Grown Here.” (Photo by Whitney Shannon Haigwood)

Anheuser-Busch’s Chief Procurement Officer, John Rogers shared about the company’s U.S. Farm Certified seal on five of its beer brands during the 2024 USA Rice Outlook Conference. The initiative is supported by the company’s rally cry, to “Choose Beer Grown Here.” (Photo by Whitney Shannon Haigwood)

How to become U.S. Farmed certified 

As more companies become U.S. Farmed Certified, the breadth of impact will widen. Rogers said, “We encourage all eligible brands to join this effort.”

U.S. Farmed is an AFT program, with standards that trace ingredients back to American farms. However, farmers do not have to apply for this certification. Instead, applicants are companies looking to place the seal on their branded products. 

Qualified companies provide funding for a licensing agreement. Part of that cost covers an independent, third-party verification audit by SCS Global Services, to affirm the traceability of agricultural inputs.

Companies are then responsible for developing, implementing, and maintaining a written procedure that links commodities back to U.S. farmers, the upstream suppliers. A conversion factor calculates and assures that 95% of the brand’s ingredients are U.S. based.

The cost of licensing is also used to assist farmers within the supply chains of participating companies. Benefits to farmers include access to AFT resources like succession planning and steps to strengthen and maintain a more viable farm. These services are unique the U.S. Farmed certification.

AFT President John Piotti said, “Since the funding comes from a private company, it allows us to work specifically with farms in that company’s supply chain. This provides a way to have non-governmental money that directly supports farmers with those needs.”

Until this point, Piotti said most farmers had to rely on state or federal resources. So, the upsides to the U.S. Farmed Certified program are all-encompassing.

Companies gain potential for both greater market share and increased sales growth by showcasing American grown ingredients; and consumers can shop with confidence knowing their purchases with the U.S. Farmed seal are domestically sourced and support U.S. agriculture.

“I think it is important for consumers to recognize that their actions have value. We need thriving farms in this country,” Piotti said. “One way to help maintain the vitality of our farms in rural communities is to buy products raised and grown right here in the United States.” 

At its core, the U.S. Farmed certification program goes hand in hand with Vaught’s mission to promote American agriculture.

“The U.S. rice industry is constantly working to inform consumers,” Vaught said. “For example, if a consumer sees rice on a Budweiser label and makes that connection with the U.S. Farmed seal, it goes a long way in our promotion efforts. There is a chance that a consumer may not realize until that point that we grow rice in the United States.

“It is important to note so many of these U.S. Certified commodities are produced on generational family farms just like mine.”