ARLINGTON, Virginia — U.S. Wheat Associates (USW) has hired Jeff Coey as Assistant Regional Vice President to fill the vacant position in its Hong Kong office left by Matt Weimar, who recently relocated to the regional office in Singapore as the new Regional Vice President for South Asia. Coey will manage U.S. wheat market development programs and USW’s business and government relationships in China. This includes two offices and staff located in Hong Kong and Beijing.
Coey joins USW with more than 25 years of marketing and trade facilitation experience in East Asia including industry relations and government affairs consulting, as well as demand-building branded retail campaign management. He worked in cotton merchandising in Hong Kong and China and helped set up office operations in Beijing. Most recently, Coey lectured for the master’s degree program at the Hong Kong Baptist University’s School of Communication covering subjects including consumer behavior, intercultural communication, writing for public relations, issues management and crisis response.
“Jeff’s experience in the private sector, commodity trading, market development and academia throughout the greater China region represent an important new asset for the U.S. wheat industry and our China interests,” said Weimar.
“China is a complex market of immense proportions and possibilities,” said USW Vice President of Overseas Operations Vince Peterson. “Jeff has the background and experience necessary to package USW’s efforts in China in a productive manner that allows us to capitalize on those market opportunities.”
Fluent in Mandarin, Coey studied Chinese language and literature at Middlebury College and National Taiwan University. He holds bachelor’s degrees in East Asian Studies and Chinese from the University of Kansas, as well as a Master of Business Administration from the University of Wisconsin, Madison, where his concentration was in international business and marketing.
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