This is a success story of cooperation between a local brewer, the agriculture industry and family-owned farms in the process of brewing the popular beer Karlovačko using malted barley from Croatian fields. Besides local farmers who grow barley on their land, our local sourcing partners include: Slavonija slad (the leading barley malt producer), Poljoprivredno prehrambeni kompleks Nova Gradiška (the company that purchases barley) and Agricultural Institute Osijek (the research institution that adds a scientific element to barley production and processing). The project was originally launched in 2014 with the decision that exclusively local producers and farmers should supply us with domestically grown high-quality barley, one of the key ingredients of Karlovačko.
Six real-life barley farmers became the project ambassadors and a part of the company’s award-winning PR campaign, while “100% Croatian barley for Karlovačko” was a recurring tagline of our various advertising and communication platforms.
We need quality ingredients to produce high-quality beer and we believe in the potential of Croatian agriculture and carefully choose raw materials. They must comply with specifications and high standards and go through demanding quality checks. Together with water, hops and yeast, malted barley is amongst the main ingredients for beer production. We are honoured that our commitment to Croatian agriculture and successful cooperation with local farmers participated in the growth in national barley production. Since 2014, the quantity of purchased barley has increased by 66%, the area of barley fields in Croatia has increased by 16% and the number of family farms growing barley for beer rose by 6%.
We also helped to establish the Karlovačko Barley Producers Club, an association with the main goal of increasing barley yield and quality, and to further support local producers through education and sharing experiences.