The article highlights the key roles of barley grain in the production of cereals and animal feed, especially in pig farming, and as a raw material in the brewing industry. It also notes the potential for increased international demand for Ukrainian barley products, especially with the EU lifting tariff restrictions on Ukrainian imports. However, the domestic market may also drive the consumption of barley products due to increased prices for other cereals. The Ukrainian Business and Trade Association (UBTA) is encouraging consumer support for domestic producers, particularly during the war, by avoiding imported barley groats.