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As U.S. Wheat Associates (USW) President Vince Peterson often says, at any given hour of the day someone, somewhere, is talking about the quality, reliability and value of U.S. wheat. Wheat Letter wants to share just some of the ways USW has been working recently to build a preference for U.S. wheat in an ever more complex world wheat market.

Lauding Nutritious, Delicious U.S. Baking Ingredients in China

USW Beijing participated in the USDA Foreign Agricultural Service (FAS) “Discover U.S. Baking Ingredients and Trends” hybrid virtual promotion in August 2022 (activity banner in the photo above). The purpose of this activity was to raise Chinese bakers’ awareness of the nutrition, health benefits, taste, and versatility of U.S. baking ingredients. The FAS Agricultural Trade Office (ATO) in Beijing and 10 USDA Cooperators with products ranging from wheat, dried fruit and nuts to dairy sponsored the activity partnering with the China Association of Bakery and Confectionery Industry.

In-store promotion product 2 using U.S. dried blueberry and California almond slices and U.S. wheat flour

In-store promotion products using U.S. dried blueberry and California almond slices and U.S. wheat flour.

ATO Beijing reported the activity reached an audience of over 2.5 million netizens in China through social media platforms and

over 200,000 real-time viewers through livestreaming. There was also in-store promotions at leading bakery houses in Beijing where “consumers warmly welcomed the new products featuring U.S. baking ingredients,” ATO Beijing reported. Additionally, ATO Beijing strengthened connections with baking associations and businesses and generated trade leads with this activity. Read more here.

USW Beijing Technical Specialist Ting Liu and Marketing Specialist Kaiwen Wu played direct roles representing the essential quality of flour from U.S. wheat in the events. In the three full marketing years since the trade war ended, China has imported a total of more than 168 million bushels (4.58 million metric tons) of U.S. hard red winter (HRW), hard red spring (HRS), soft white (SW) and soft red winter (SRW) wheat, and have already imported almost 23 million bushels of U.S. wheat in the current marketing year that ends May 31, 2023.

Helping a Mexican Baker Expand Sales

In a technical support activity demonstrating to Mexican bakers how to extend their product lines using U.S. wheat flour, USW Mexico City enlisted Baking

U.S. Wheat consultant Didier Rosada

Didier Rosada

Consultant Didier Rosada to conduct an in-depth, multi-day workshop for one of the top three baking groups in Mexico. The commercial baker selected their best 25 master bakers to learn how to produce internationally recognized sourdough, functional breads, and savory breads for retail bakery sales. Rosada also demonstrated how to standardize pre-fermentation and natural sourdough processes to optimize production efficiency, products consistency, and quality in every store.

Baking is changing in a good way,” Rosada said. “At my bakery, my process is as natural as possible, with long fermentation time, like it used to be done, to bring back the flavor profile of a good bread, its shelf life and texture, etc. And U.S. wheat classes are perfect for that. I am using a flour that is almost 100 percent hard red winter or sometimes combined with hard red spring wheat.”

Mexico is the leading importer of U.S. wheat in the world.

Healthier Wheat Foods for Older Taiwanese Consumers

Chinese wheat foods seminar

Well-known Taiwanese chefs demonstrated healthy Chinese wheat food products .

USW Taipei collaborated with the Department of Food and Beverage Management of Shih Chien University (USC) to conduct workshops on Chinese Wheat Food for the Elderly in October 2022. Chinese wheat foods are popular but a survey by the university indicated that more than 60% of elderly Taiwanese are not satisfied with the healthiness of the products.

USW Taipei Country Director Boyuan Chen and Technologist Wei-lin Chou invited well-known Taiwanese chefs to teach methods for making healthy handmade noodles, pan-fried stuffed buns, silk thread rolls, and pan-fried sweet potato pastry as well as steamed breads using U.S. wheat white flour and whole wheat flour. The 40 participants included teachers, students, and long-term elderly care community volunteers who made pan-fried stuffed buns for the elderly just after the workshop.

U.S. wheat imports by Taiwan have averaged 43.2 million bushels (1.18 million metric tons) of HRS, HRW and SW per year since 2017/18.

Continuing Milling Education Interrupted by COVID in Korea

USW Seoul had started to educate Food Technology undergraduate students at Won Kwang University about the fundamentals of U.S. wheat and flour milling technology in 2018. USW Seoul Food/Bakery Technologist Shin Hak (David) Oh resumed that effort this year. The goal is to give these future industry professionals a better understanding of why flour products from U.S. wheat make superior quality ingredients for Korean wheat foods. The early exposure to U.S. wheat and the value-added technical support from USW also builds future productive relationships.

On average the past five marketing years, South Korean millers have imported about 56.7 million bushels (1.54 million metric tons) of U.S. HRW, HRS, SW and SRW wheat per year.

USW Baking Technogist Shin Hak Oh lecturing to Korean food industry students on U.S. wheat and milling technology

USW Baking Technogist Shin Hak Oh lecturing to Korean food industry students on U.S. wheat and milling technology

U.S. Soft Wheat Best for Cookies, Cakes

USW Cape Town sent six participants from a large South African food company to a specialty soft wheat flour course at the Wheat Marketing Center in Portland, Ore., earlier in 2022. The course focused on cookies, crackers, and cakes made with flour from SRW and SW compared to flour from local and imported hard wheat that is used in South Africa. The participants also visited local grocery stores to gain insight into the many, varied U.S. products made from soft wheat flours.

USW Cape Town Regional Director Chad Weigand accompanied the food industry professionals to the course. He said participants were very impressed with the course results and comparative product quality, and he expected the company to begin testing products made with U.S. soft wheat flour.

Read more here about the South African wheat market.

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Recent news and highlights from around the U.S. wheat industry.

Speaking of Wheat

“The Russian naval blockade of Ukrainian ports has already shredded global chains of food supply. Adding insult to injury, Russia steals Ukrainian grain and bombs Ukrainian granaries. Russia is essentially playing hunger games with the world by keeping the naval blockade of Ukrainian ports with one hand and shifting the blame for it on Ukraine with the other hand.” –Ukrainian Foreign Minister Dmytro Kuleba. Read more here.

Best Wishes to Director of Communications Amanda Spoo

All of us at U.S. Wheat Associates (USW) and across the U.S. wheat industry want to thank Amanda Spoo (above) for her work on behalf of wheat farmers over more than 7 years on the USW Communications Team. Among the many highlights of her time with USW, Amanda managed a major overhaul of www.uswheat.org and built USW’s social media into a highly effective channel to overseas customers and friends at home. More importantly, she has been a respected colleague who made our work more fun. Vice President of Communications Steve Mercer and all Amanda’s colleagues wish her well as she moves on to new opportunities back in her eastern Oregon home.

Director of Communications Position Open

USW has an opening for a Director of Communications in a hybrid work environment based in its Arlington, Virginia, Headquarters Office. The Director of Communications reports to the Vice President of Communications and helps USW fulfill its mission by working collaboratively to plan and implement producer-focused and market development communications across a range of media; by managing all digital communication touchpoints, including content creation, deployment across the website, social media, email marketing, and other media channels, and performance analysis; and other critical domestic and international communications activities. The job description and application process are posted here.

USDA/FAS Welcomes New Foreign Service Officers

U.S. Department of Agriculture (USDA) Deputy Secretary Dr. Jewel Bronaugh recently administered the oath of office to 14 USDA employees who will serve American agriculture internationally as members of the Foreign Service. The diplomats begin their careers as agricultural attachés at U.S. embassies and diplomatic missions on five continents, where they will monitor and report on global agricultural production and trade, identify export opportunities, enhance food security and support U.S. foreign policy objectives. Read more here.

Middle East, North Africa Trade Team in the U.S.

Matthew Weaver of Capital Press reported trade team of flour millers from Morocco, Algeria, Egypt and Oman began their tour of the U.S. last week in Idaho. “These are young flour millers, a young generation (representing) their family businesses,” said Tarik Gahi, assistant technical director for U.S. Wheat Associates in the Middle East and North Africa region, based in Casablanca, Morocco. “They are 22, 24, 25 years old, just out of the university and they are supposed to take the lead in the coming years.” The tour will allow the millers to become familiar with U.S. wheat classes, marketing and the entire wheat system compared to wheat from other origins, Gahi said. Read more here.

2022 Hard Spring Wheat and Durum Tour

The annual Wheat Quality Council Hard Spring Wheat Tour is scheduled for July 25 to 28, 2022. The tour will provide the first production estimate for the 2022 U.S. hard red spring and durum crops. Tour information and registration are posted here. Customers can follow the tour in real-time by following #wheattour22 on Twitter and keep up to date on the entire U.S. wheat harvest with the weekly USW Harvest Report.

Subscribe to USW Reports

USW publishes various reports and content available to subscribe to, including a bi-weekly newsletter highlighting recent Wheat Letter blog posts and wheat industry news, the weekly Price Report, and the weekly Harvest Report (available May to October). Subscribe here.

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Visit our Facebook page for the latest updates, photos, and discussions of what is going on in the world of wheat. Also, find breaking news on Twitter, video stories on Vimeo, and more on LinkedIn.