Australia & Japan: Sapporo Brewery committed to Australian malting barley ingredients

For discerning Japanese consumers the integrity and quality of products they purchase is of paramount importance, which is why brewing company Sapporo embraces a painstaking quality assurance program. Japanese consumers drink about 50 litres of beer per head per annum, compared with a consumption of 90 litres per head per annum in Australia, and Japan is the seventh greatest producer of beer in the world, The Northern Argus posted June 07.

Sapporo supply chain management division general manager Dr Kensuke Oogushi has been a regular Australian visitor since 1993, talking to growers involved in the company's barley traceability program – "from paddock to bottle".

Mr Oogushi said the traceability program was used as a strong marketing tool in Japan: "We understand that our customers like to know where our barley and hops are grown and who grows it and how it is grown," he said. "We ask our growers to keep a diary of chemicals used, seed treatments and past history of paddocks."

As a promotional exercise last year 200,000 barley stalks from the Gilbert Valley were harvested, tied into sheaves and carefully packed for despatch to Japan, where they were used in supermarket displays to promote Sapporo's product.

Sapporo is Japan's third largest brewing company and its growers in Victoria and South Australia are visited on a regular basis. When in the Clare and Gilbert Valleys, Mr Oogushi tries to touch base with as many of the 35 or so growers in the district as he can.

ABB Grain Ltd domestic barley business unit manager Lyndon Asser said Sapporo's attention to detail was a strong demonstration of their commitment to the ingredients of their product and to their growers.

"Malt is the spirit of beer and for Sapporo, brewing beer begins with growing barley," he said.

For grain growers the attention to detail shown by companies like Sapporo is putting them on notice regarding the adoption of on farm quality assurance programs, which will become more and more sought after in the future.

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