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Sustainable Agriculture Program
Heineken believes that being sustainable is beneficial for its
long-term development and business performance. It means continuity and
guaranteed quality. Malting barley is one of the most important raw
materials for beer brewing. Factors such as fluctuating prices, climate
change and the increased use of genetic engineering make it harder for
the company to guarantee products of high quality and purity and to
secure the long-term availability of malting barley. In a joint effort with
Heineken, IMSA Amsterdam defined the strengths and weaknesses of
currently applied malting barley farming systems and made an inventory
of conditions that are considered fundamental for the sustainable farming
of malting barley. In a consensus-building workshop with stakeholders
and Heineken's senior management, we defined the long-term vision and
the main building blocks of the Heineken Sustainable Barley Program.
This program will help the company take control of the situation
through chain management directed at sustainable agriculture. An
essential element in the program is the interaction with stakeholders.
It helps the company better anticipate future events and take
strategic decisions that will truly advance sustainability.
More information:
Tammo Oegema
+31 20 5787619
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This video is about IMSA Amsterdam, our vision and our sources of inspiration. 
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