WORDS & IMAGES SUPPLIED BY FAR
A Central Canterbury business which turns malting barley into a key ingredient in beer making has celebrated its 100 per cent New Zealand grown-status with a special event.
Founded by Doug and Gabi Michael more than 20 years ago, Gladfield Malt near Dunsandel now supplies malt products to breweries throughout New Zealand as well as overseas.
Its grower open day attracted about 300 grower-suppliers and industry people, as well as Prime Minister Christopher Luxon and Selwyn MP Nicola Grigg.
From a fifth-generation family of barley growers, the Michaels also receive crops from about 200 contracted growers. These are processed to produce more than 50 types of malted grains ranging from base malts ale, pilsner and lager, to roasted malts with specialty colours and favours such as chocolate and supernova.
“We started 22 years ago and it was never meant to get as big as this,” Doug Michael told the gathering. The couple have complementary skills, he said. “I made it and Gabi sold it.”
The couple are proud to use 100 per cent New Zealand-grown malting barley and have signed up to a NZ Grown Grains branding initiative which makes it easier for consumers to identify domestically-grown products.
“We need to tell the world about the importance of looking after local. The arable industry is undervalued in New Zealand. We are going to change that.
“Growing and processing crops is expensive. Shipping crops around the world is even more expensive. So, food security is more important than ever,” Doug Michael says.
As well as selling domestically, Gladfield Malt also exports to China, Japan, India, Australia and the Pacific.
It has not always been plain sailing, with their business suffering damage after being close to the epicentre of the September 2010 earthquake. Demand was also knocked by the February 2011 Christchurch earthquake and Covid hitting hospitality, leading it to pivot to new markets and products.
Co-founder and head brewer of Hamilton-based Good George, Brian Watson, says that the first thing he would be doing when he got back to the office was to sign up for the NZ Grown Grains branding.
“We need to put that on our cans. Brewers cannot exist without growers producing malting barley.”
While he had a relationship with hop growers, malting barley growers had been “faceless” until now. “So, it is great to meet you.”
When Good George started 15 years ago it initially used imported malt. “However, I realised we were suddenly getting 20 per cent extra beer out of the malting barley and the difference was the Gladfield Malt supply.” They had sourced all their malt from Gladfield Malt ever since, despite being offered cheaper product from overseas.
“Relationships with people you work with through the supply chain are just as important as your customers.” Like growers, brewers and hospitality were also facing rising costs and competitive pressures, Brian Watson says.
Foundation for Arable Research general manager business operations Ivan Lawrie told the gathering that since the launch of the NZ Grown Grains’ logo in October last year, support has been massive, with 25 companies signing up to use the branding on their products. It is now appearing in bakeries and on supermarket brands including Harraways’ oats, The Good Oil edible oils and Otis oat milk.
This makes it easier for consumers to identify and purchase New Zealand-grown produce.
At present, consumers, particularly in the North Island, are more likely to be eating imported grain, especially if they are eating bread, Ivan Lawrie says.
Prime Minister Christopher Luxon also lent his support to the NZ Grown Grains campaign. “As arable growers it is not easy, with the ups and downs of weather events, commodity prices and rising costs.”
The Free Trade Agreement with India would reduce tariffs on malt by up to 33 per cent. This was a huge opportunity, with the middle class in India growing from 440 million now to 750 million by the end of this decade.
“As their country gets wealthier, they want better quality food and beverages and we can sell this to them.”
By 2030, the Indo-Pacific region will be home to two-thirds of the world’s middle class, Christopher Luxon says.
“The thinking that we are a long way away from markets is no longer the case. Instead we are in the middle of the most dynamic region in the world.”