Only 1% of US. farmland is organic. The reason? Going organic is extremely challenging for struggling family farms. Anheuser-Busch brand Michelob ULTRA Pure Gold has taken on the mission of transforming America’s agriculture with Contract for Change: an agreement that farmers sign today that guarantees them a buyer in three years when their organic transition is complete, removing the biggest barrier. 104,000 acres are in transition today and will soon produce ingredients for Michelob ULTRA Pure Gold organic beer. Great example of a brand walking the talk and winner of the Cannes Lions 2021 PR Grand Prix.