Australia’s largest beer producer, Asahi Beverages, is taking a significant step toward sustainable sourcing by partnering with grain farmers to procure barley that comes with detailed environmental, social, and governance (ESG) metrics. This move reflects a broader shift in the global food and beverage sector, where data-driven transparency is becoming essential for meeting consumer, investor, and regulatory expectations.

From Commodity to Differentiated Crop

A collective of barley growers in northern New South Wales has committed to tracking and reporting on 21 ESG indicators for this year’s malting barley crop. These include measurable data on farm-level emissions, biodiversity protection, crop rotation practices, community economic contributions, and compliance with human rights standards such as modern slavery regulations.

By providing this level of visibility, the growers aim to elevate their barley from a basic commodity to a premium, differentiated product. Moree-based farmer Stuart Tighe, who is co-founder of the Pure Grain Network and a key architect of the reporting framework, emphasized that the goal is to create added value in a traditionally price-sensitive market.

“If you can make your product even slightly different, that often opens the door to better returns or new business opportunities,” he said.

Embedding ESG into Procurement Decisions

David Engel, regional head of procurement for Asahi, explained that the company’s decision is driven by pressure from multiple stakeholders who want to know more about the environmental and ethical footprint of their purchases.

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“This is the first time we’ll be able to collect on-farm metrics at this depth and scale. It’s a learning journey, and we expect to uncover both surprises and insights,” Engel noted.

For Asahi, this initiative is more than a pilot program. It ties directly into its global sustainability commitments, including a pledge to reduce Scope 3 emissions across its supply chain by 30 percent by 2030. These indirect emissions, which come from suppliers and logistics partners, make up more than 90 percent of Asahi’s total carbon footprint. While barley and malt account for a relatively small portion of this around 4 and 7 percent respectively, the company views them as critical levers for driving change.

Farmers Adapting to a Changing Business Environment

Tighe and his peers believe that ESG reporting is no longer optional but increasingly central to remaining competitive. “This is not a one-time project. It’s about future-proofing agriculture. If we don’t start measuring now, we’ll be left behind in five or ten years,” he said.

That sentiment is echoed by sustainability consultant Catherine Marriott, who spent two years researching the agricultural implications of ESG as a Nuffield Scholar. Her takeaway from global conversations was clear: ESG isn’t a passing trend or external obligation, it’s simply what good business looks like. “Sustainability is about longevity. That includes economic resilience, environmental care, people, and animal welfare. These are all part of a smart, future-oriented business model,” she explained.

Making Sustainability Measurable and Marketable

Asahi’s strategy aligns with an evolving global consensus that sustainability must be verifiable. “We hear all the time that farmers are already doing the right thing,” Engel said. “And we believe that. But to communicate that value to shareholders, regulators, or consumers, it has to be measured and reported.”

Marriott agrees. She noted that Australian growers are already among the world’s most sustainable due to their lack of government subsidies, which forces them to operate efficiently. But in a market where consumers are increasingly looking to align their purchases with their values, having credible ESG data is a competitive advantage.

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A Model for the Future of Sustainable Agriculture

With Australian winter crop production expected to approach 55 million tonnes this year, Asahi’s collaboration could set a precedent for other large buyers. If successful, it could transform the procurement model for grains and other agricultural inputs, making ESG metrics a standard part of supply contracts.

By beginning this journey now, both Asahi and its growers are positioning themselves at the forefront of sustainable agriculture. As markets evolve and regulations tighten, the ability to demonstrate impact with reliable data may not just be a differentiator, it could be a requirement.

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