Anheuser-Busch First with New On-Pack Seal

Anheuser-Busch’s beer-supporting marketing campaigns have seen, at best, mixed results over the past couple years.

You know exactly what we’re talking about. If not, consider reading How Packaging Lost Anheuser-Busch $5 BILLION and Counting.

Anheuser-Busch’s new ingredient-focused program messaged on the brand’s packaging should gain positive attention and grassroots buy-in this time.

The behemoth beer brand owner announced the national rollout of a new "US Farmed" certification and seal for several of its industry-leading beer brands that show support for farmers in the US. This includes Arkansas, where the state's farmers sold $13.9B worth of agricultural products in 2022.

"Crops grown in Arkansas are key ingredients in products Americans see on store shelves every day," notes Jeff Wardlaw, Arkansas State Representative (R). "Now, thanks to the American Farmland Trust's new US Farmed program, consumers will know that their choice in products supports farmers in Arkansas and across the US. I'm excited that Anheuser-Busch will lead the way as the first with the US Farmed label on its products."

Developed and verified by the American Farmland Trust (AFT), a national nonprofit that helps keep American farmers on their land, the certification and packaging seal assists shoppers choosing products that derive at least 95% of their agricultural ingredients from US farms.

The brand's beers participating in the program include Budweiser, Bud Light, and Busch Light.

It’s a fresh angle on the established “Made in the USA” initiative that emphasizes the quality of US-manufactured goods to foster domestic job growth while tapping a sense of national pride.

Anheuser-Busch supports American farmers, including 70 direct rice grower partners across Arkansas from whom the brewer purchases 48% percent of its rice for Budweiser and Bud Light.

Also, Anheuser-Busch operates a local agriculture facility in Jonesboro, the Anheuser-Busch Rice Mill, and spends over $161 million purchasing rice from Arkansas farmers each year. Consumers in Arkansas are empowered to purchase US Farmed certified products to benefit US farmers and invest in the future of domestic ingredient sourcing.

ANHEUSER-BUSCH

It’s bigger than Bud, Busch, and beer.

Companies across the consumer-packaged goods industry are encouraged to join the effort by obtaining US Farmed certification for appropriate products. AFT will use funds from certifications to expand programs and provide US farmers across all 50 states with free resources and expert advisory services to help them access, protect, and maintain American farmland.

This industry-wide effort will be supported by an Anheuser-Busch led campaign, "Choose Beer Grown Here," to encourage consumers to look for the seal when shopping.

"American farmers are the backbone of this country, and Anheuser-Busch has been deeply connected to the US agricultural community and committed to sourcing high-quality ingredients from US farmers for more than 165 years," says Anheuser-Busch CEO Brendan Whitworth. "We source nearly all the ingredients in our iconic American beers from hard-working US farmers — many of whom we have worked with for generations. We are proud to lead the industry in rallying behind American farmers to ensure the future of US agriculture. And we look forward to other companies joining us in seeking US Farmed certification for their products so that together we can make an even greater impact and show our support for American farmers."

Beth Sauerhaft, AFT acting president and CEO, adds "we appreciate Anheuser-Busch's leadership in bringing the US Farmed certification to some of the country's most iconic brands, while also making tangible impact for American farmers."