Oregon Agricultural Trust

Cheers to the Land

Ever heard of conservation beer? Cheers to the Land is an annual collaboration between Oregon’s great breweries, cideries, our beloved farmers, and Oregon Agricultural Trust (OAT). Breweries across the state brew new beers with Oregon-sourced ingredients in support of OAT’s work to permanently protect farm and ranch land from development.

Why is this important? 25% of Oregon’s land is in farms and ranches — an area larger than the state of West Virginia. Considering that 64% of that land is set to change hands in the next twenty years as farmers continue to age, and 81% of farmers and ranchers don’t have a succession plan in place, the land is vulnerable to development. OAT partners with land owners to facilitate working lands easements, helping the land stay in production forever.

Oregon Agricultural Trust approached us in 2022 to build something similar. Cheers to the Land has grown every year since, expanding from 9 breweries to 18 and evolving into one of Oregon's most distinctive conservation-meets-craft-beverage campaigns.

Forest Green manages the full scope: overseeing a design team producing limited-edition can artwork, coordinating a statewide go-to-market strategy to place beers in grocery stores across Oregon, and organizing Cheers to the Land festivals, including an upcoming event with a farmers market pop-up component. Each year we also execute a statewide earned media campaign that reaches from Portland to rural communities across Oregon.

A selection of media results:

Travel Oregon | All About Beer | Baker City Herald | Columbia Gorge News | The Daily Astorian | Good Stuff NW

Willamette Week | The Statesmen Journal | GO! Eastern Oregon | KOIN-TV