Hand-To-Mouth Marketing Approach for the US Wheat Industry

Kansas Wheat Commission Board Chairman, Gary Miller Millershaski was recently elected as the US Wheat Associates Secretary-Treasurer for fiscal year 2024 to 2025. He talks about current issues and projects that the US Wheat Associates is working on, including an upcoming trade mission to South Africa and Lagos, Nigeria.

“I'm gonna be going on a board trade team down to South Africa. And then we're going to go up to Lagos, Nigeria, which I farm on the western side of Kansas, and we raise a fair amount of hard white winter wheat, and a lot of that wheat is exported or has been exported to Nigeria. So that's my main objective to go there. We've been short on raising bushels, which that makes the price of wheat go up but that doesn't help a farmer if he has no bushels to sell. It prices us out of the world market. And with that being said, I'm hoping we can get back to an average raising higher bushel per acre, so we have more to choose from and then we can go back to export and just makes make the ball bounce better if that makes sense”

Millershaski explains that the trade team will employ a hand-to-mouth marketing approach engaging directly with bakers, millers and buyers to navigate from point A to point B he believes this tactic has proven effective thus far.