Shri Ganganagar, September 16, 2023. United Breweries Limited (UBL), the leading beer manufacturer in India, marked a significant milestone by hosting a farmer centric engagement event for barley farmers associated with the company in and around Sri Ganganagar, Rajasthan. Mr. G.R. Matoria, Joint Director, Agriculture was the chief guest at the event. A team of scientists from DWR, Karnal led by Dr. Randhir Singh (PI – Extn), Dr. RPS Verma, (ICARDA – Barley Leader), Dr. Anil Khippal, (PS – Agronomy) also graced the event and shared valuable information on advancement in barley production technology and varieties.
Given the fact that the primary raw materials for their products are crops and water, UBL strongly emphasises on the connection between the brewing industry and the environment. With a commitment to sustainability, the company actively collaborates with farmers. Under the collaborative programme, they provide high quality seeds, farm advisory through its experienced extension staff and procure the produced barley from the farmers and ensure premium over market price. UBL has also been leading the 2R Barley cultivation model in India which supports locally sourced ingredients, promoting sustainable practices while ensuring the highest quality for consumers.
To mark this successful association with farmers, UBL organized Farmers Day (Kissan Divas) inviting over 250 farmers across the UB operational areas. This event recognized the long-standing association of barley farmers with UBL, celebrating their journey and success stories, while also updating them about the recent developments in barley farming. UBL named its barley farming programme as KISSAN UNNATI during this event.
Speaking at the event, a spokesperson for United Breweries said, “At UBL, our commitment to ‘Care for People and Planet’ includes prioritizing local sourcing, investing in our communities' social and economic growth, and promoting responsible consumption. At Shri Ganganagar, our collaborative farming modelwhich has been in existence for over two decades focusses on improving quality,productivity, ensuring cost-efficiency, and a long-termsustainability. We are pleased to host this event to celebrate milestones achieved in partnership with the farmers and our collaborative farming program – Kissan Unnati."
The Kisan Unnati program is driven by a commitment to align barley production with sales trends, effectively reducing post-harvest wastage. The focus is on maximizing crop yields through strategic seed and fertilizer utilization, coupled with precise harvest timing. In FY 2022-23, nearly 30% of UBL’s barley requirements were met through collaborative farming initiatives, while the rest were also sourced locally. Their model places a strong emphasis on preventing soil depletion and enhancing soil quality, underscoring their dedication to sustainable and responsible agricultural practices.
UBL is currently undertaking collaborative farming of barley in the states of Rajasthan, Punjab and Haryana and has a farmer base of nearly 8000 farmers and an area of 75000 acres under 2R Barley cultivation.
