Malt and hops from the ground up.
Urbanization and increases in income in developing countries are resulting in irreversible changes in diet, which impacts consumption. At the same time, agriculture is seeing an overall increase in productivity of about 0.8% to 1.3% per year. This is causing a wake-up call in the agri-food industry around the world and agriculture is changing rapidly to address these signals.
Understanding regional and local consumption trends, the capability and activities of competitive forces, and the usage trends and relationship models with brewers are essential for maltsters in developing a comprehensive strategy.