How These Breweries Look to Educate on Kernza Benefits

The future of farming could lie in regenerative organic agriculture and the grain Kernza could be a part of it.

Kernza is ideally suited for organic regenerative agriculture. Its long roots and perennial growth allow it to thrive without pesticides and use less water than conventional wheat while helping to reduce erosion and remove more carbon from the atmosphere. 

And, as some breweries can attest to, it just so happens to make delicious beer. 

The upcoming issue of Brewer Mag’s print issue will feature a Q&A on the grain, but the breweries also shared with Brewer how they work on educating consumers on the benefits of using the grain.

All of Arizona Wilderness’ messaging around its Kenza Lager centered on the grain and what it can do for the climate and our world, explained Head of Production, Brad Miles. 

“We try to tell that story through the beer description on the cans and online, through blog posts on our website, and through social media posts,” he said. “Our staff are also trained to let customers know about Kernza whenever someone buys a pint of the beer.” 

As part of the partnership with Patagonia Provisions, which worked with 11 different breweries across the country, the company provided extensive education about Kernza and regenerative agriculture in general.  

READ MORE: Patagonia Launches New Partnership Program in Collaboration with Craft Breweries

“We used QR codes to both educate and elicit feedback from our customers when we first launched,” said Topa Topa CEO and founder Jack Dyer. “Further, we trained all of our employees and beer tenders on the benefits of regenerative agriculture.  

“It’s been well received by both customers and employees.”

Trent Tokos, the VP of Marketing for Craft ‘Ohana (Maui Brewing & Modern Times) said that Patagonia was great with POS in taprooms along with social media awareness building campaigns in Patagonia stores and through all of their social media channels along with information on beer menus at taprooms and online.

“The concept of sustainable farming is first and foremost what we talk about,” said LUKI Brewery co-owner Jeff Smith.

“Many guests understand it takes a lot of water to create beer, but I think the farming aspect of grains and hops is quickly forgotten,” he said. “So, we talked about Kernza as one potential future of beer production and how the supply chain is taking climate change seriously.”