A Central Valley brewer saw an opportunity to help spark a ‘light bulb’ moment with general consumers. As AgNet West reported earlier this month, Fresno, California beer maker Full Circle Brewing Company rubbed elbows with the popular agriculture awareness group My Job Depends on Ag. “I have a small almond farm and a recruiting business and I have long known that everyone’s job in the valley really does depend on ag,” Full Circle Brewing Partner-Owner Joe Denham said.
Denham has some skin in the game, being that he produces almonds, but said he was reminded one day in the brewery that their product is truly dependant on agriculture. “Walking through and seeing the pallets upon pallets of grains stacked everywhere it resinated that this is very much an agricultural product,” Denham said. “I think people are becoming more aware of that nationwide. I see more and more people are talking about their beer depending on ag.”
The average consumer of craft beer likely leads more of an urban lifestyle. Denham said the My Beer Depends on Ag partnership is an opportunity to unite that beer connoisseur with the people who produce the ingredients. “I am just hoping to give them a little light bulb to go off where they recognize that beer is very much an agricultural product,” he said. “They aren’t as connected to where their food comes from. They aren’t growing it themselves and they don’t know the guy that grew it.”
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