Taiwan Archives - U.S. Wheat Associates

Video: Meet Yi-I Huang, USW’s New Country Director for Taiwan

The first event as U.S. Wheat Associates (USW) Country Director for Taiwan Yi-I Huang was to lead his staff and 10 Taiwanese customers of U.S. wheat to the USW North Asia Marketing Conference in Bali, Indonesia. He handled it with ease.

In this short video, we hear from Huang (his first name is pronounced “E-E”) and learn a little about his background. He came to USW after a 14-year career in grain merchandizing, working in both Taipei, Taiwan, and Tokyo, Japan. We also learn that he is fluent in Mandarin, Taiwanese, Japanese, and English. He holds bachelor’s and master’s degrees in agriculture from National Taiwan University in Taipei, and he participated in an international exchange program at Keio University of Tokyo, Japan.

September 13, 2023/by Ralph Loos

Japan, Korea, Seoul, Taiwan

Takeaway from the North Asia Marketing Conference: Wheat Buyers Continue to Rely on U.S. Farmers

USW Vice President of Overseas Operations (left) meets a U.S. wheat customer from Taiwan (right) introduced by USW Taiwan Country Director Yi-I Huang during the 2023 USW North Asia Marketing Conference.

In an average year, buyers in Japan, South Korea and Taiwan import 20% of the U.S. wheat crop. It is an impressive statistic that speakers referenced more than a few times during the recent U.S. Wheat Associates (USW) North Asia Marketing Conference.

The two-day gathering that drew wheat buyers from all three countries to Bali, Indonesia, served as an example of USW’s ability to showcase U.S. wheat quality and key components of the industry’s efficient and effective supply chain efficiently.

Including, of course, the people who grow U.S. wheat.

“As a wheat farmer and a new wheat commissioner, this is my first trip overseas, and it didn’t take long to see the bonds U.S. wheat has built in these three markets,” said David Brewer, an Oregon wheat farmer who recently joined the Oregon Wheat Commission.

Speakers Covered All Bases

Conference participants also included USW staff from all three countries, USDA officials, and state wheat commission staff. The speakers selected by USW shared updates on crop production, crop quality outlooks, new technologies, financial forecasts, transportation issues and insights into the global wheat market.

USW President Vince Peterson pointed out that Japan, South Korea and Taiwan are three countries with separate cultures, industries and languages, yet they share a common interest in U.S. wheat.

Oregon wheat farmer David Brewer (second from left) listens to speakers at the North Asia Marketing Conference.

“Bringing buyers from each country together in one place at one time is a tremendous experience and builds camaraderie amongst the three countries that I think helps us to market wheat to them collectively,” Peterson explained. “Japan, Korea and Taiwan each have customers that we have worked with for decades. We established some of these offices in the 1950s, so we have 60 or 70 years of experience and history with them.”

Customers Appreciate Information Sharing

Sang-Won Yong, an executive with Daehan Flour Mills in South Korea, expressed appreciation for USW’s ability to organize the conference. A long-time buyer of U.S. wheat, Yong found the opportunity to meet wheat industry people from the U.S. and flour millers from other countries in one place, at one time, both refreshing and encouraging.

USW Vice President of Trade Policy Dalton Henry presents on new technologies in wheat production – a topic that attracted a lot of attention from wheat buyers from Japan, South Korea and Taiwan.

“Everyone at this conference was focused on the important things we deal with every day, and that is how to make our customers happy and how to keep our businesses going forward,” he said. “We all find U.S. wheat to be a big part of the formula to do what we do, to produce quality products for our customers. We’ve been able to rely on U.S. wheat farmers to produce the quality wheat we need.”

Quality is Top of Mind

Shojiro Kubota, Managing Executive Officer at Nitto Fuji Flour Milling in Tokyo, said Japanese consumers expect quality products. Using U.S. wheat has helped keep his company’s customers happy, so he finds value in hearing about the current U.S. wheat crop and other issues that affect the ability to purchase it.

“Things we learn from the speakers and presentations, and having conversations with those in the U.S. wheat industry is very helpful,” Kubota said. “The millers from each country may be looking for different types of wheat for different types of uses, but we have many of the same questions about importing wheat. It’s a great idea to bring all of us together.”

(left to right) Japan Country Director Rick Nakano, South Korea Country Director Dong-Chan “Channy” Bae and Taiwan Country Director Yi-I Huang pause for a photo during the welcome reception at the 2023 USW North Asia Marketing Conference.

Rick Nakano, Dong-Chan “Channy” Bae and Yi-I Huang – USW Country Directors from Japan, South Korea and Taiwan, respectively – each led groups of U.S. wheat customers to the conference, meeting individually with those customers to make sure all their questions were answered.

Farmers Happy to Answer Questions

Brewer and USW Chairman Michael Peters had several questions posed to them about the U.S. wheat crop and overall production across all six classes of U.S. wheat.

“I’ve actually had some of these buyers on my farm for trade team visits, and they were eager to hear about the crop situation back home,” said Brewer. “Seeing those same customers in their environment helps me understand how they make buying decisions.”

One thing that became evident to Brewer over the two days is how all the U.S. wheat classes are utilized.

“I’m a farmer from the northwest, but it makes me feel good to hear buyers from these important markets talking about wheat from Ohio, Texas, Kansas, Oklahoma and other states,” he said. “It reminds us that we are unified as farmers. When I get back home and have the chance to share what I learned in Asia, I will emphasize that our customers here really want to know what is available in the U.S. It’s all about the quality we produce.”

August 31, 2023/by Ralph Loos

Indonesia, Japan, Marketing and Trade Conferences, Seoul, Taiwan, USW Announcements, Vince Peterson

Video: USW Brings Together Wheat Buyers For ‘Unique’ North Asia Marketing Conference

Three different countries, three different languages, three different cultures and three different sets of consumers. Yet flour millers from Japan, South Korea and Taiwan actually have something in common: They have a strong interest in U.S. wheat.

U.S. Wheat Associates (USW) invited wheat buyers from each country to Bali, Indonesia, August 28 and 29, 2023, for the 2023 USW North Asia Marketing Conference. The conference provides an opportunity for U.S. producers to meet their customers and share information about this year’s wheat crop. It also gives customers the chance to hear about each aspect of the U.S. wheat supply chain and learn about the global wheat market.

Vince Peterson

“It is a very unique gathering because of the differences in the markets, but our staff in each of the participating offices is able to organize it in a way that brings wheat buyers together with everyone to share information and learn about all the advantages of buying U.S. wheat,” said USW President Vince Peterson. “In fact, you immediately notice a camaraderie as flour millers meet with farmers and others in the U.S. industry.”

The short video below captures some scenes as the conference opened on Aug. 28 in Bali.

August 28, 2023/by Ralph Loos

Taiwan, Wheat Foods

‘Super-aged’ Societies Are Emerging – USW’s Focus is on Developing Wheat Foods That Meet Demands

A professional chef demonstrates methods for using U.S. wheat to make handmade noodles during a Wheat Food workshop for volunteers in Taipei’s adult long-term care community. The October 2022 workshop was part of USW's ongoing effort to develop new wheat food options for Taiwan's aging populations.

A professional chef demonstrates methods for using U.S. wheat to make handmade noodles during a Wheat Foods workshop for volunteers in Taipei’s adult long-term care community. The October 2022 workshop was part of USW’s ongoing effort to develop new wheat food options for Taiwan’s aging populations.

While innovating new products for members of the youthful “Snackification Generation,” U.S. Wheat Associates (USW) has simultaneously been working to develop and promote specialty wheat foods designed for Earth’s more experienced generation.

The world’s older folks if you will.

A catchy nickname has yet to attach to the fast-growing group of consumers over 65, but tags like “Snacking Seniors” and “Aging Appetizers” miss the mark. That’s because instead of crackers, cookies and biscuits, new variances of noodles and breads and pastries are at center of USW’s efforts to grow demand for U.S. wheat in markets with aging populations.

“Super-aged” is the buzzword being used by the media, and a common prediction is that by 2030 there will be at least 30 countries where more than 20% of the population is over 65 – the ratio that has been set to define a super-aged country. Already, “There are more people on the planet over the age of 65 than ever before in human history,” the National Academy of Sciences, Engineering and Medicine recently reported, adding that, “Globally, the population aged 65 and over is growing faster than all other age groups.”

Recognizing opportunities to promote U.S. wheat in super-aged markets – notably its protein, B-vitamins, dietary fiber, and other nutritional benefits – USW has been engaging consumers to learn about preferences and learn what kind of products have a place in their diets and on their menus.

As it turns out, flour made with high-quality U.S. wheat has no age restrictions.

Asia: Super-sized, Super-aged

USW offices in Japan, South Korea and Taiwan have for years been preparing for expansion of aging populations. And for good reason. Nearly 30% of Japan’s population is over 65. and Taiwan (18%) and South Korea (17%) follow, both expecting to see those percentages rise dramatically in coming years.

Expected to become a super-aged society by 2025, Taiwan is a loyal customer of U.S. wheat, with a market share that has ranged from 70% to 80%.USW staff in the country has been aggressive about positioning U.S. wheat in the diet of senior citizens.

“The Taiwan Government noticed the trend and has made great efforts to help develop healthy foods for the elderly in the country, explained USW Taiwan Country Director Bo Yuan Chen. “However, most efforts had been in rice products. USW’s Taipei Office noticed the lack of wheat products for the elderly in Taiwan, so we launched a program to assist flour and wheat foods industries to develop more wheat products suitable for the elderly.”

Maintaining U.S. market share requires growing the level of wheat food consumption by older consumers, Chen said, adding. “To do this, USW has been working with flour millers, universities and wheat food manufacturer associations to conduct studies, provide technical support and facilitate product development for older consumers, the goal being putting more wheat-based products aimed at the needs of the elderly on food store shelves.”

Pan breads, soft European breads and noodles are the promising foods that U.S. wheat is working to promote to maintain demand by Taiwan’s coming super-aged society.

“U.S. wheat’s strength is in bread products, so that is where we are now focusing,” said Chen.

Workshops conducted by USW in Taiwan have included sharing methods of cooking and baking wheat products that fit desires of the country's aging populations.

Workshops conducted by USW in Taiwan last year included trainings and the sharing of methods of cooking and baking wheat products that fit desires and needs of the country’s fast-aging population. USW is continuing its work in this area in 2023.

Asking Older Consumers What They Want

One major step taken by USW was to survey older Taiwanese consumers to determine preferences in wheat foods and what situations best motivated consumption of wheat foods.

Following the surveys, USW conducted outreach activities to further explore trends.

In October 2022, USW collaborated with Taiwan’s Department of Food and Beverage Management of Shih Chien University (USC) to conduct two Chinese Wheat Food workshops for an audience that included volunteers in Taipei’s adult long-term care community. A professional chef demonstrated methods for using U.S. wheat to make handmade noodles, pan-fried stuffed buns, silk thread rolls, sweet potato pastry, steamed bread, steamed stuffed buns and steamed twisted rolls.

The USW survey had indicated that older Taiwanese consumers favored wheat foods that “cut down on cooking time” or featured “no cooking” – thus, the pan-fried and steamed items.

A previous survey by USC found that more than 60% of Taiwanese over the age of 65 are dissatisfied with the Chinese-style wheat foods sold in the country.

“These workshops showed the participants how to make their own healthy and nutritious Chinese-style wheat products using U.S. wheat whole wheat flour,” USW Technical Specialist Wei-lin Chou noted. “It was a success, and we learned that volunteers from a long-term care community that participated in our workshop made those pan-fried stuffed buns for their elderly residents immediately following our workshop.”

In a separate workshop in October 2022, USW collaborated with the Department of Nutritional Science of Fu Jen Catholic University (FJCU) and Viva Bakery to conduct a healthy and sustainable bread development and promotion program. FJCU and a cooperating bakery applied 100% U.S. wheat flours and Taiwan local ingredients to make bread products.

Previous USW efforts in Taiwan included partnering with the China Grain Products Research and Development Institute (CGPRDI) to conduct research and corresponding workshops on topics such as, Taiwan Commercial Noodles Characteristics, Wheat Flour for Elders’ Noodles, Bakery Products Development for Elders and Steamed Bread Flour and Products.

A group photo at a workshop in Taiwan conducted in October 2022 by USW, the Department of Nutritional Science of Fu Jen Catholic University (FJCU) and Viva Bakery. The purpose of the workshop was to establish a healthy and sustainable bread development and promotion program.

A group photo at a workshop in Taiwan conducted by USW, the Department of Nutritional Science of Fu Jen Catholic University (FJCU) and Viva Bakery. The purpose of the workshop was to establish a healthy and sustainable bread development and promotion program.

A Solid Partner

A reliable customer of U.S. hard red spring (HRS) wheat, hard red winter (HRW) wheat and soft white (SW) wheat, Taiwan is the 6th largest U.S. wheat export market and the 7th largest overseas market for U.S. agricultural products.

A special relationship has been built between U.S. wheat farmers and their Taiwanese customers.

“American farmers place great value on the relationship between U.S. agriculture and Taiwan,” USW Vice Chairman Michael Peters, who grows wheat in Oklahoma, said during a ceremony last fall in Washington D.C. in which the Taiwan Flour Millers Association (TFMA) signed a Letter of Intent to purchase 1.9 million metric tons of U.S. wheat in 2023 and 2024. “We pride ourselves as being dependable partners who grow the highest quality agriculture products in the world. The TFMA and its members have been great trading partners who fully recognize the value of purchasing U.S. wheat.”

Still, there is competition.

U.S. wheat competes against the ample and less-expensive supply of Australian wheat, which helps meet Taiwan’s robust demand for noodle flour. A consistent supply of U.S. hard white (HW) wheat is seen as a potential alternative – and a way for U.S. wheat to maintain and grow its share.

Each Asian Market is Different

Are there things to be learned from USW efforts in Japan and Korea to create demand for foods made with U.S. wheat in Japan or Korea?

“There are certainly common things we can share with flour millers and bakers about the quality of U.S. wheat, and the quality of the foods made with U.S. wheat,” said Chen. “But I think every country has its own different situation. We can learn from each other, but we also need to work hard to develop programs suitable for consumers in our own countries.”

May 22, 2023/by Ralph Loos

Exports, Foreign Agricultural Service, Hard Red Spring, Hard Red Winter, Korea, Mexico, Soft Red Winter, Soft White, South Africa, Taiwan, Technical Service Activities, Wheat Foods, Wheat Quality

Promoting U.S. Wheat Around the World in 2022

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

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

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

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.

December 6, 2022/by Steve Mercer

Board of Directors, Commercial Sales, Dalton Henry, Erica Oakley, Exports, Supply and Demand, Taiwan, Trade Delegation, Trade Service Activities, Wheat Industry News

Taiwan Team Signs Letter of Intent to Purchase 69.8 Million Bushels of U.S. Wheat

USW Vice Chair Michael Peter( left) with Sen. Frank Lucas, R-Oklahoman (center) and Yi-Cheun "Tony" Shu, chair of the TFMA, after the Letter of Intent signing at the U.S. Capitol.

USW Vice Chair Michael Peters ( left) with Sen. Frank Lucas, R-Oklahoma (center) and Yi-Cheun “Tony” Shu, chair of the TFMA, after the Letter of Intent signing at the U.S. Capitol.

Representatives from the Taiwan Flour Millers Association (TFMA) signed a Letter of Intent September 14, 2022, with U.S. Wheat Associates (USW) to purchase 1.9 million metric tons – about 69.8 million bushels – of wheat from the U.S. over the next two years, a commitment with an estimated value of $576 million.

The signing, held at the U.S. Capitol in Washington, D.C., was a much-anticipated stop for the 2022 Taiwan Agricultural Trade Goodwill Mission, a team made up of Taiwanese government officials and representatives of some of the largest importers of U.S. grains. The group is led by Yi-Cheun “Tony” Shu, chair of the TFMA and of Formosa Oilseed Processing Co. Also participating is Dr. Ching-Cheng Huang, deputy minister of Taiwan’s Council of Agriculture.

Taiwan is the 6th largest U.S. wheat export market and the 7th largest overseas market for U.S. agricultural products. Along with its intent to purchase U.S. wheat in 2023 and 2024, the team also signed Letters of Intent with the U.S. Soybean Export Council (USSEC) and the U.S. Grains Council (USG) to purchase soybeans and corn. The total estimated commitment in the three letters total $3.2 billion.

Michael Peters, USW Vice Chairman, signed the TFMA Letter of Intent on behalf of the U.S. wheat industry.

“American farmers place great value on the relationship between U.S. agriculture and Taiwan,” Peters, a wheat producer and cattle rancher from Okarche, Oklahoma, said during the signing ceremony. “We pride ourselves as being dependable partners who grow the highest quality agriculture products in the world. The TFMA and its members have been great trading partners who fully recognize the value of purchasing U.S. wheat.”

Among U.S. officials on hand were Senators Kevin Cramer, R-North Dakota, John Hoeven, R-North Dakota, Frank Lucas, R-Oklahoma, Jim Risch, R-Idaho, and Chuck Grassley, R-Iowa. Representative Steven Chabot, R-Ohio, co-chair of the Congressional Taiwan Caucus, was also present to witness the signing.

Following the visit to Washington, D.C., flour millers on the Mission headed west to get a first-hand look at U.S. wheat production and meet the people responsible for supplying high-quality wheat to Taiwan. The team is scheduled to visit wheat farmers in Kansas, Idaho and Oregon. Other scheduled stops also include the Kansas Wheat Innovation Center and the Port of Portland in Oregon.

USW also joined USSEC, USGC, the National Association of Wheat Growers (NAWG) and the North American Export Grain Association (NAEGA) in hosting a reception for the Mission team on September 13. The event provided leaders of the U.S. wheat and grain industry an opportunity to catch up with members of the Taiwan Goodwill Mission, which last visited the United States in 2019.

USW President Vince Peterson addresses those gathered for a reception welcoming the 2022 Taiwan Agricultural Trade Goodwill Mission

USW President Vince Peterson addressed the gathering by pointing out the long and beneficial history of cooperation between Taiwan’s flour milling industry and the U.S. wheat industry that first opened a promotional office in Taipei 56 years ago.

“Our legacy organization Western Wheat Associates established a presence in Taiwan in 1966, so we are going on six decades of working with the country’s flour millers and food industry,” Peterson said. “In that time, Taiwan has purchased more than 45 million metric tons of U.S. wheat. This partnership between TFMA, U.S. Wheat Associates and U.S. wheat producers has been on a great path, and we plan to continue on that path in the future. We truly thank the Taiwan Goodwill Mission for coming to the United States and for its ongoing preference for U.S. wheat and other agricultural products.”

September 15, 2022/by Ralph Loos

Amanda Spoo, Taiwan, Technical Service Activities

Meet The USW Technical Experts: Wei-lin Chou – Finding Harmony in the Wheat Industry

Name: Wei-lin Chou

Title: Asian Products and Nutrition Specialist

Office: USW Taipei Office

Providing Service to: Taiwan

Wei-lin Chou will tell you that wheat is the most fascinating food ingredient in the world, but his fascination with food science first started with starches.

“In elementary school, my science teacher showed us an iodine–starch test. In the lab, he dropped iodine reagent on bread and rice. The iodine reagent changed color from brown to purple-blue,” said Chou. “I was so excited about the color changes. I still remember after that class, I started asking many questions about starch and eventually concluded that almost all the foods I love contain starches.”

Life Lessons

Chou grew up in what he says was an ordinary family in New Taipei City, Taiwan. His district, Shulin, translates to “forest” in Mandarin and is famous for red yeast rice and red rice liqueur that is fermented using spores known as “monascus.” This healthy ingredient provides a natural red color and several nutritional functions to various fermented foods. Despite so many childhood memories tied to food, Chou’s parents did not work in the food industry, but his family has strongly influenced how he views the world around him.

“My parents taught me to treat others with honesty and kindness, always feel grateful and cherish the things we have and harm neither others nor our environment,” said Chou. “They taught my sister and me these lessons by living their own lives this way, so my family has really shaped who I am.”

Wei-lin Chou as a kid with his family.

These lessons carried Chou to National Taiwan University (NTU), where he started studying in the nursing department before transitioning to agriculture chemistry. While some might think that is an unusual route to a career in the food industry, Chou believes his experience starting in nursing has helped him further his career.

“Nursing is a career devoted to a human being’s whole life from birth to death, and food is the same. We cannot live without food,” said Chou. “I learned a lot about patience, empathy, respect, communication, and trust-building from nurses. I also learned more about people and their needs at various ages and health situations, whether physical or mental. It now influences the way I support and provide service to customers.”

Building a Career

Once Chou transferred to the agriculture chemistry department, he majored in his true interest – food science. That is where he met his mentor, Dr. Hsi-mei Lai, who emphasized understanding the principles behind testing methods and food processing steps students were applying in their coursework. Chou said he learned from her that collaboration – teaching and sharing with fellow students was the best way to learn. Dr. Lai also regularly took her students to visit food industries and factories, where Chou first experienced interacting with customers and working with them to solve problems.

Wei-lin Chou with member Dr. Hsi-mei Lai

Wei-lin Chou (third from left) is pictured with his mentor, Dr. Hsi-mei Lai (second from left), who took her student out to visit and interact with food industry customers.

Wei-lin Chou teaching at National Taiwan University

Wei-lin Chou (right) taught gluten qualities to NTU’s Agriculture Chemistry department undergraduate students through the most basic hand washing method in the Food Analysis Lab course.

In addition to earning a bachelor’s and master’s in agriculture chemistry, which included a thesis on rice flour properties and applications, Chou received a scholarship from the Ting Hsin International Group to support his post-graduate work.

After graduating, Chou’s first job was as a research and development assistant at Taiwan’s China Grain Products Research and Development Institute (CGPRDI). Established in 1962, CGPRDI is a historic vocational training, research, and development center for several grain and food products that U.S. Wheat Associates (USW) has supported since 1964 through its legacy organizations.

Wei-lin Chou research with CGPRDI and USW

The USW Taipei Office cooperated with CGPRDI to research what types of bread were suitable for Taiwan’s aging population. Wei-lin Chou produced the bread samples for sensory evaluation in 2020.

“As a fresh graduate, CGPRDI was the most suitable place to put what I had learned to work. Since rice is the major crop in Taiwan, I extended rice flour and starch research to various food applications in CGPRDI,” said Chou. “This work fortified my knowledge of flour and starch and expanded my point of view about the food industry and mass production.”

Next, Chou worked as a technical sales representative for STARPRO Starch Co., reconnecting with the company that provided him with the scholarship in graduate school.

“I love to have adventures and try new things. This was my first time living and working in a foreign country, first in China for a few months and then Thailand for three and a half years,” said Chou.

Wei-lin Chou in a tapioca field when working in STARPRO

Wei-lin Chou in a tapioca field when he worked at STARPRO Starch Co.

This work took Chou to several new places, primarily focused on providing service to customers in Japan, Southeast Asia, and Europe. He recalls what he learned from the occasional culture shock and how to communicate better and find common ground with his customers.

“I gained a lot from customers with different views that I might have otherwise ignored,” said Chou. “The international experience also taught me to respect differences and that we cannot judge things only from one aspect.”

Working with Wheat

When Chou heard about the opening in the USW Taipei Office, he said he submitted his resume without any hesitation. It was a new opportunity to work with a food ingredient that fascinated him.

“It is distinctive that U.S. wheat has developed six wheat classes for the various wheat products created,” said Chou. “For me, each wheat product is like a harmonious symphony composed of starches and glutens, so beautiful and kaleidoscopic.”

Unfortunately, Chou started with USW in 2020 after the outbreak of the COVID-19 pandemic, which limited travel and in-person activities. Still, Chou has engaged in important research to support a developed market where demand for healthy wheat food products is increasing, especially in schools and Taiwan’s aging population.

Wei-lin Chou conducting a series of solvent retention capacity (SRC) tests in 2021.

“To attempt servicing an advanced market like Taiwan, we need to stay abreast of the latest research in wheat processing and food science, or indeed, to undertake it ourselves. Wei-lin’s background gives him the technical tools to ask the right questions, interpret what is out there for our customers, and make original contributions,” said Jeff Coey, USW Regional Vice President for China and Taiwan. “The work is never done, so to bring younger talent into our wheat world is the future of our program.”

While the pandemic has created limitations, Chou has still been able to make meaningful connections with customers.

“As with my previous work, I really enjoy interacting with customers. After our 2021 Crop Quality Seminars [a hybrid event with pre-recorded videos], many local millers, cooperators, and customers contacted me wanting to learn more about starch and pasting properties,” said Chou. “It felt great to be able to provide that technical support and help build on their needs step by step.”

USW staff at a core competency training in 2022. (L to R) Ady Redondo, USW Manila; David Oh, USW Seoul; Roy Chung, USW Singapore; Mark Fowler, USW Headquarters; Marcelo Mitre, USW Mexico City; Joe Bippert, USW Manila; and Wei-lin Chou, USW Taipei.

Chou has also connected with many of his USW colleagues from around the world who were able to gather in March 2022 in the United States for internal training focused on key core competencies.

“USW has so many awesome technical experts with specialties in milling, baking, and more,” said Chou. “It was so nice to get acquainted with so many colleagues and cooperators. They are all passionate about their work and happy to share their experiences. I enjoy working and interacting with these dependable people.”

Seeking Harmony

In all aspects of his life, Chou is drawn to the things that bring him a sense of harmony and the things that fascinate him, like the colors from the iodine-starch test and the versatility of wheat as a food ingredient. He sees a synergy between those things and his love for music which he says continues to teach him about teamwork and what brings people together.

Wei-lin Chou in his high school marching band

Wei-lin Chou was a percussionist in his high school marching band.

“I grew up playing in my high school marching band, and that is a group where every member is important and must be fully coordinated. If any member fails in the performance, the music and the formation will be a mess. The team members need to help each other and grow together,” said Chou. “Everyone sometimes needs to sacrifice a little bit to achieve a greater goal. We, technologists, do the same—we are the bridge that connects customers and suppliers to U.S. wheat. That is what makes U.S. wheat so reliable.”

By Amanda J. Spoo, USW Director of Communications

Editor’s Note: This is the tenth in a series of posts profiling U.S. Wheat Associates (USW) technical experts in flour milling and wheat foods production. USW Vice President of Global Technical Services Mark Fowler says technical support to overseas customers is an essential part of export market development for U.S. wheat. “Technical support adds differential value to the reliable supply of U.S. wheat,” Fowler says. “Our customers must constantly improve their products in an increasingly competitive environment. We can help them compete by demonstrating the advantages of using the right U.S. wheat class or blend of classes to produce the wide variety of wheat-based foods the world’s consumers demand.”

Meet the other USW Technical Experts in this blog series:

Ting Liu – Opening Doors in a Naturally Winning Way
Shin Hak “David” Oh – Expertise Fermented in Korean Food Culture
Tarik Gahi – ‘For a Piece of Bread, Son’
Gerry Mendoza – Born to Teach and Share His Love for Baking
Marcelo Mitre – A Love of Food and Technology that Bakes in Value and Loyalty
Peter Lloyd – International Man of Milling
Ivan Goh – An Energetic Individual Born to the Food Industry
Adrian Redondo – Inspired to Help by Hard Work and a Hero
Andrés Saturno – A Family Legacy of Milling Innovation

June 9, 2022/by Amanda Spoo