{"id":469,"date":"2026-02-13T20:12:49","date_gmt":"2026-02-13T20:12:49","guid":{"rendered":"https:\/\/grains.matrixdev.net\/2025-annual-report\/?post_type=panels&p=469"},"modified":"2026-03-12T14:24:48","modified_gmt":"2026-03-12T14:24:48","slug":"regional-agricultural-promotion-program-supports-u-s-barley-exports","status":"publish","type":"panels","link":"https:\/\/grains.org\/2025-annual-report\/panels\/regional-agricultural-promotion-program-supports-u-s-barley-exports\/","title":{"rendered":"Investment And Strategic Trials Turn Barley And Malt Promotion Programs Into Export Opportunities"},"content":{"rendered":"\n

The Council deployed multiple strategies and funding sources to expand its marketing efforts for barley around the world.<\/p>\n","protected":false},"featured_media":540,"menu_order":13,"template":"","commodities":[3],"class_list":["post-469","panels","type-panels","status-publish","has-post-thumbnail","hentry","commodities-barley"],"yoast_head":"\nInvestment And Strategic Trials Turn Barley And Malt Promotion Programs Into Export Opportunities - 2025 Annual Report<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/grains.org\/2025-annual-report\/panels\/regional-agricultural-promotion-program-supports-u-s-barley-exports\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Investment And Strategic Trials Turn Barley And Malt Promotion Programs Into Export Opportunities - 2025 Annual Report\" \/>\n<meta property=\"og:description\" content=\"The Council deployed multiple strategies and funding sources to expand its marketing efforts for barley around the world.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/grains.org\/2025-annual-report\/panels\/regional-agricultural-promotion-program-supports-u-s-barley-exports\/\" \/>\n<meta property=\"og:site_name\" content=\"2025 Annual Report\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-12T14:24:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/grains.org\/2025-annual-report\/wp-content\/uploads\/sites\/13\/2026\/02\/Barley-New-Funding-Sources-Expand-Programming.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"624\" \/>\n\t<meta property=\"og:image:height\" content=\"468\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/grains.org\/2025-annual-report\/panels\/regional-agricultural-promotion-program-supports-u-s-barley-exports\/\",\"url\":\"https:\/\/grains.org\/2025-annual-report\/panels\/regional-agricultural-promotion-program-supports-u-s-barley-exports\/\",\"name\":\"Investment And Strategic Trials Turn Barley And Malt Promotion Programs Into Export Opportunities - 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By partnering with leading brewers and distributors across China, Japan, and Southeast Asia, the Council set out to expand market share and build long-term demand for U.S. barley and malt.<\/p>\n<p>\u201cThe Council has been active in seeking new markets and use applications for U.S. barley and malt, harnessing the strength of our membership and multiple funding streams to optimize investment and engagement around the world,\u201d said Sadie Marks, USGBC manager of global strategies and trade.<\/p>\n<p>\u201cBy exposing participants to new applications and brewing techniques, we\u2019re building lasting loyalty to U.S. barley that ultimately supports farmers\u2019 bottom lines.\u201d<\/p>\n<p><strong>Mexico: Market Access Funding Drives Major New Purchase<\/strong><\/p>\n<p>Using Market Access Program (MAP) funding from the U.S. Department of Agriculture, the Council invested in on\u2011the\u2011ground promotion in Mexico, including escorting a team of brewers to the U.S. barley belt. The visit offered a firsthand look at the barley value chain and the critical connection between high\u2011quality barley and consistent, premium malt.<\/p>\n<p>The team also attended the Craft Brewers Conference and BrewExpo America, where they forged new relationships with U.S. malt suppliers and industry partners. Following these engagements, Mexico\u2019s second\u2011largest craft brewery purchased 12 containers of U.S. malt within a year, marking a significant gain for U.S. suppliers.<\/p>\n<p><strong>China: Investment Boosts Visibility and Early Sales<\/strong><\/p>\n<p>To respond to evolving consumer preferences and increased interest in premium beer, the Council deployed MAP funds to enhance U.S. barley\u2019s presence in China in 2025. Activities included a major showcase at Craft Beer China and a prominent U.S. barley display at the U.S. Embassy\u2019s Independence Day celebration, increasing visibility among influential brewers.<\/p>\n<p>These efforts produced immediate results: a leading Chinese distributor imported four containers, a step in the right direction for U.S. market share as Chinese brewers continue to show strong growth potential.<\/p>\n<p><strong>Japan & Southeast Asia: Trial Programs Spark Interest<\/strong><\/p>\n<p>Trial purchases have become an effective tool in building end\u2011user confidence in U.S. barley and malt, particularly as breweries seek reliable, cost\u2011competitive inputs. In Japan, one brewer purchased U.S. malt to test its suitability for domestic applications.<\/p>\n<p>Across Southeast Asia, additional malt trials remain under discussion. However, recent growth in U.S. hops sales\u2014especially in Vietnam\u2014has strengthened buyer confidence and opened the door to broader adoption of U.S. malt.<\/p>\n<p>\u201cVietnam is the largest consumer of beer in the region and has real interest in high\u2011quality ingredients. A variety of buyers expressed enthusiasm at seeing U.S. products enter the market as a viable option,\u201d Marks said.<\/p>\n<p>\u201cThese new programs resulted in small initial purchases of U.S. malt that show international customers are interested in U.S. barley and malt and hopefully open the door for additional exports.\u00a0 The Council will work to expand on these initial successes and seek to continue to grow U.S. exports and engage in emerging opportunities for U.S. barley producers.\u201d<\/p>\n"},"_links":{"self":[{"href":"https:\/\/grains.org\/2025-annual-report\/wp-json\/wp\/v2\/panels\/469","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/grains.org\/2025-annual-report\/wp-json\/wp\/v2\/panels"}],"about":[{"href":"https:\/\/grains.org\/2025-annual-report\/wp-json\/wp\/v2\/types\/panels"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/grains.org\/2025-annual-report\/wp-json\/wp\/v2\/media\/540"}],"wp:attachment":[{"href":"https:\/\/grains.org\/2025-annual-report\/wp-json\/wp\/v2\/media?parent=469"}],"wp:term":[{"taxonomy":"commodities","embeddable":true,"href":"https:\/\/grains.org\/2025-annual-report\/wp-json\/wp\/v2\/commodities?post=469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}