Mexico is the world’s largest market for U.S. hard red winter (HRW) wheat and soft red winter (SRW) wheat, and the third largest market for U.S. hard red spring (HRS) wheat. U.S. Wheat Associates (USW) works to maintain and grow market share of all three classes by providing technical training to bakers in Mexico that demonstrates ways to improve products made with U.S. wheat.
In December 2022, USW’s Mexico City Office used Market Access Program (MAP) funds to present a technical baking seminar for one of the top baking companies in Mexico. The seminar focused on improving current end-products by reinforcing the use of sponge and dough methods, with an emphasis on the production of bolillos, baguettes and ciabattas. Thirty-five participants attended the USW course, including 29 bakers and managers from several different store locations.
Within two months after the seminar’s conclusion, the baking company reported that, due to information it received at the USW seminar, it implemented the sponge and dough methods in 70% of its production centers. It also set a goal of reaching 100% adaptation of the methods by March of 2023. Additionally, the company reported a 4.7% increase in sales resulting in a corresponding increase in U.S. wheat flour usage valued at an estimated $584,000 per year.