With global grain trade facing headwinds from high prices and shifting customer demands, U.S. wheat is pushing forward with a dual focus: secure emerging demand while reinforcing its reputation for quality.
In this interview from Washington, D.C., Shaun Haney of RealAgriculture speaks with Ralph Loos of U.S. Wheat Associates. Loos explains how the organization is looking 10 to 15 years ahead, recently hosting its first buyers’ conference in Africa—bringing together millers and bakers from 20 countries. While African countries aren’t currently high-quality buyers, “their population is expected to bounce another 1 billion people in the next 20 years,” Loos says, noting the region’s rising middle class and import dependence as key indicators of future demand.
At the same time, U.S. Wheat is actively supporting long-time premium buyers like Japan and Korea. Trade teams are brought to the U.S. to see crops firsthand and meet growers. “We want international customers to see where their wheat is coming from and who is actually producing it,” Loos says, highlighting the importance of maintaining trust.
Technical experts stationed globally also help end users make the most of all six classes of U.S. wheat, including blending strategies to address pricing constraints. Loos adds, “Once we get it into the markets, they begin using it, they tend to want to stay with that high quality wheat.”
As U.S. wheat aims to remain a dependable supplier, the strategy hinges on developing future buyers without losing sight of today’s key markets.
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