Representatives from the U.S. Grains & BioProducts Council (USGBC) recently participated in Cerveza Mexico 2025, strengthening the organization's promotion of American barley and malt in a key market.
USGBC Senior Marketing Specialist Javier Chávez and Consultant Alfredo Avíla attended the event, which featured more than 150 breweries showcasing products. The exhibition also hosted a dedicated pavilion where suppliers and supply chain stakeholders shared advancements in malt and barley applications.
"An important part of our participation here was to meet potential participants for future visits to U.S. barley-growing states that often directly result in sales," Chávez said.
The Council's representatives emphasized sustainable cultivation practices as a competitive advantage for American growers against international competition.
During the event, USGBC staff attended multiple seminars covering brewing industry innovations, efficient brewery management and the impact of different malt varieties on flavor profiles.
Avíla delivered an hour-long presentation to attendees about the importance of properly sourcing barley and malt to ensure premium beer quality. The presentation aimed to increase buyer and end-user interest in U.S. malt and barley products.
