AMBA launches a strategic planning initiative to chart the course for future programs to meet member needs
  • 03/27/2023

AMBA launches a strategic planning initiative to chart the course for future programs to meet member needs

The American Malting Barley Association (AMBA),  a trade organization founded in 1982, represents the interests of end users of malting barley, including maltsters, brewers, distillers, and food processors. Previous organizations that carried out similar work date back to the 1930s. After nearly a century of work supporting the understanding, development, and improvement of malting barley for various end-users, the AMBA Board of Directors has hired the firm Roots & Legacies, to lead the development of a dynamic, forward-looking strategic plan for the organization. Supported by a Task Force of existing AMBA members, this initiative sets out to create a plan to best position AMBA to meet future challenges and opportunities. 


This process was designed to leverage the expertise and insights of our members, staff, and partners in the industry, which will include online surveys, interviews, and in-person interactions. We invite all those that have had interactions with AMBA, been impacted by its work, or have directly been engaged with the AMBA organization to participate in the survey. Your responses will help identify priorities, recommendations, and outcomes to best position AMBA for the future. You are also welcome to share the survey link with your colleagues.

Complete AMBA strategic planning survey here:


Upon completion of the survey and interview process, the Task Force will meet in-person in May to review the findings and draft the plan. The plan will include activities and metrics to measure progress on strategic goals to be reported on annually. The Task Force will present their plan to the AMBA Board of Directors for approval by the end of 2023. 


Roots & Legacies Consulting, Inc. was chosen through a competitive selection process and their project team is led by Dr. Emily Lehning and supported by Associate Lindsey Huseman. Their firm rose to the top based on their approach and experience in the field. They have recently worked with the National Grain and Feed Association, Minnesota Pork, and the Agricultural Safety and Health Council of America to provide similar support.

“Staff is excited to be working with Roots & Legacies on a really deep dive into how AMBA can not only serve our current membership, but to appeal to an even broader community interested in malting barley,” said Scott Heisel, AMBA President. The barley industry is evolving and as an organization, we need to position ourselves to make the most of the opportunities that these changes present.”

If you have any questions about the strategic planning initiative, or on how to engage in the process, feel free to reach out to Ashley McFarland ( 

Thank you to the AMBA members who have agreed to participate on the Strategic Planning Task Force:

Austin Case (AB-InBev), Jason Perkins (Allagash Brewing), David Cohen (Boston Beer Company), Betsy Roberts (Briess Malt & Ingredients), Leonard Lee (Brown-Forman), Adam Griffith (Great Western Malting), Wade Malchow (Molson Coors Beverage), Scott Dorsch (Odell Brewing), Ron Johnson (Rahr Malting Co.), Liz Rhoades (WhistlePig Whiskey), and to Gina Feist from the Brewing and Malting Barley Research Institute (BMBRI), a trusted partner from the Canadian barley industry.