Reconversión agrícola a la cebada para la producción de cerveza en Zacatecas

This article analyzes programs to convert agricultural activities to barley in Zacatecas, where the world's largest brewery is located, owned by Anheuser Busch Inbev through its subsidiary Grupo Modelo. What are the results of these programs in productive, environmental, social and political terms? Based on a review of documents and on field research that includes visits to sites of interest and interviews with farmers, public officials and representatives of Grupo Modelo, it is observed that the production of barley has a low yield and it is concluded that, although the environmental impact of this production is less severe on water resources compared to the industrial production of the brewer, this is the main beneficiary of the government subsidies, while small agricultural producers have to assume all the risks, without bargaining power over the conditions of production and the sale of barley. In addition, through these programs Grupo Modelo projects an image of corporate social responsibility.