Despite being the largest purchaser of U.S. barley in the 2014/2015 marketing year, there is still a widely-held perception in Mexico that European barley malt is of superior quality compared to U.S. barley malt. This week, the U.S. Grains Council (USGC) made strides towards overcoming this perception by bringing a consultant from North Dakota State University to both meet individually with select Mexican craft brewers and make presentations to larger groups of industry participants.

“The craft beer industry has exploded substantially,� said USGC Marketing Specialist Javier Chavez, who traveled with the consultant. “It has shown a strong, two- to three- digit annual growth, and the trend is foreseen to continue. Therefore, this industry is likely to become an important barley malt-user in the coming years.�

This week Chavez, Alberto Jimenez from NDSU and Luis Chavez from USDA’s Agricultural Trade Office in Monterrey traveled throughout Mexico to explain that U.S. barley malt fully compares to European malt for craft brewing purposes. They also clarified the terms of the North American Free Trade Agreement (NAFTA) that allow U.S. barley malt to be available year round.

“The Mexican craft brewers are extremely eager to produce quality products,� Jimenez said. “I had the opportunity to try some of the beers, and the products are excellent. I think when the industry has the opportunity to procure U.S. barley, their products will actually improve even more.�

The Council believes that through targeted trade servicing efforts like the work this week, demand for U.S. barley and barley malt from the Mexican craft brewery industry will grow. To this end, later this fall the Council will lead another group of consultants to the region to continue promotion of U.S. barley malt.

Click here to view more photos from this visit.