SE Asian market not small beer

With beer consumption on the rise in South-East Asia, the South East Premium Wheat Growers’ Association (SEPWA) can help generate a brand identity for WA malting barley.

The Esperance-based grain grower group has received $413,410 to fund a three-year project through the Department of Agriculture and Food’s Grower Group Research and Development Program, made possible by Royalties for Regions.

The “barley brand development for Asian consumers” project will develop a working relationship between the Asian-based malting company Intermalt and farmers of the Esperance Port Zone.

The relationship with Intermalt, an arm of Interflour which is partly owned by CBH, will integrate market end-user intelligence and on-farm agronomic advantages to establish WA barley as the preferred supply source for Asian brewers.

SEPWA projects co-ordinator Nigel Metz said this would be done via leveraging on SEPWA’s existing field trials program to conduct further technical assessment to optimise WA barley in the supply chain.

“The testing of the varieties for malting suitability will assist in the introduction of new varieties to the market place as well as optimise already proven barley varieties,” he said.

“It will result in the faster adoption of new barley genetics for WA farmers as well as the establishment of WA barley as a premium supply source for Asian brewers and food processors.”

SEPWA will supply barley samples from the variety trials for three seasons, which will be tested for pilot and micro malting testing with Intermalt and AEGIC.

It will also advise barley growers in the region on the malting and brewing processes through study tours to Intermalt and end users in the brewing and food processing sectors of Asia.

Mr Metz said this would help growers understand the agronomic effects on end-user performance and market demand, and also help to develop supply chain relationships.

He said the grower and end-user relationship was critical to the overall brand development of WA barley as well as further developing grain export opportunities for the State in Asia.

“SEPWA will extend the outcomes to assist WA barley growers in new-season crop variety choices, bulk handling segregation planning and assist in market development of new-release barley varieties,” he said.

“Overall, the project will develop a product brand identity for WA barley and offers an opportunity to capitalise on the proximity of WA to the South-East Asian markets.”