Following Western Food Trend to China Pays off in New Wheat Demand

U.S. Wheat Associates and its state wheat commission members have laid a foundation for growth in China by demonstrating the quality, reliability and value of U.S. wheat to Chinese millers, bakers, food processors and government officials. Idaho Wheat Grower Bill Flory says the Sino-American Baking School is a great example of this work.?

Flory: “WOW what a success story and what a commitment on the part of U.S. producers through U.S. Wheat. Marketing wheat around the world is very competitive event. It takes commitment from producers through their check-off to make sure that we have staff and the technical services to provide utility for those millers and bakers and reasons why they need to continue to buy U.S. Wheat. The Sino-American Baking School has been there 25 years and its part of the major success story of U.S. Wheat around the world.”

Flory says the payoff of this effort was evident in U.S. wheat sales to China last year.

Flory: “The Chinese bought 22 million bushels of wheat and I think that is only has potential to expand considering our quality characteristics and our presence there by US Wheat staff in China to meet head on our competition and to work on the technical as well as the marketing issues.”

That 22-million bushels was three-times the amount China bought from the U.S. in 2010-11.