American Malting Barley Association focuses on resiliency, advocacy, and collaboration to guide industry
Three-year strategic plan – rooted in stakeholder engagement – adopted by board of directors
MILWAUKEE, WISCONSIN, November 30, 2023 – Focused on their purpose to advance a resilient supply of quality malting barley, the American Malting Barley Association (AMBA) Board of Directors adopted the association’s three-year strategic plan during their meeting November 29 in Milwaukee, Wisconsin.
“The future of American malting barley is bright,” said Scott Heisel, AMBA president. “AMBA remains committed to serving as the convener of all barley stakeholders, including industry, growers and researchers, to ensure a high-quality malting barley supply. A focus on continued improvement positions us to withstand both anticipated and unanticipated challenges in the years ahead.”
The plan encompasses the following new purpose statement: to advance a resilient supply of quality malting barley by unifying stakeholders to leverage innovative research, development, and advocacy efforts.
Four foundational pillars will make achieving this purpose possible:
- Better Barley: Ensure a resilient supply of malting barley through continual improvement efforts
- Advocacy: Influence and advocate for ag policy and financial resources to support barley improvement
- Industry Leadership & Collaboration: Deliver value to barley stakeholders by staying informed and communicating the most pressing industry issues
- Member Engagement: Establish and communicate a suite of programs that enables an engaged and growing membership
The planning process was initiated in January 2023 and led by Ashley McFarland, AMBA vice president, in collaboration with Manhattan, Kansas-based Roots and Legacies Consulting. A 13-member Strategic Planning Task Force representative of the malting barley industry was assembled to guide the plan. Input from brewers, distillers, maltsters, researchers, state growers, and allied industry leaders spanning different geographies, sizes, and types of organizations was factored in its development.
“Much thought and consideration went into the planning process to ensure that our path forward was informed by all stakeholders,” said Ron Johnson from Rahr Malting Co., who served on the Strategic Planning Task Force and serves on AMBA’s executive committee. “AMBA has long been revered as a convener and collaborator, and this process emphasized that commitment to unifying the industry for its greater good.”
With the strategic plan as its North Star, AMBA will now begin executing against the encompassed metrics and timelines to guide its work over the next three years. This includes everything from investment in research and development to agriculture policy advocacy and member engagement.
To view the strategic plan, visit the AMBA website (click here).
About the American Malting Barley Association: The American Malting Barley Association is a trade organization, which represents the interests of end users of malting barley, including maltsters, brewers, distillers, and food processors. Our work seeks to maintain a resilient and high quality supply of malting barley for our members throughout the U.S. Learn more here: www.ambainc.org.
About Roots & Legacies: Roots & Legacies is a professional services firm. Their team partners with clients connected to food, agriculture and rural industries to provide solutions for their specific challenges through a variety of services including strategic planning and leadership, organizational excellence, strategic communications, team and personal development, program and event creation, business operations and government relations.
