Agriculture

Never before has agriculture been of such importance to the global brewing business. A number of factors have come together to make both quality and availability of our raw materials (grains and hops) an even greater strategic issue for the Heineken business. Supply of quality brewing barley has been limited due to the poor harvest yields in the main barley-growing areas as well as the increased level of land under cultivation for biofuel. The demand side is under pressure because strong economic growth in highly populous countries has led to a significant increase in the consumption of flour, meat, dairy products as well as beer. A positive solution to the question of sustainable agriculture is no longer just a ‘nice thing to do’; it is an increasing necessity.