Asahi Beverages purchases barley direct from Australian farmers

Asahi Beverages implemented an initiative to purchase barley direct from farmers in Australia, removing intermediaries such as bulk grain handlers. Beers such as Carlton Draught, Victoria Bitter and other icon beers are now brewed with 100% Victorian barley purchased directly from farmers. To deliver the programme, the company has partnered with supply chain managers Origin Trail and Pure Grain, with more than 30 farmers signing up.