Wheat Market Development with the Beyond the Bushel Wheat Campaign

US Wheat Associates first opened an office in Africa back in 1992 and while growth has been gradual, demand continues to rise despite past challenges, momentum is shifting in a positive direction and helps strengthen relationships. US Wheat staff organized a regional marketing conference aimed at uniting millers and bakers US Wheat Director of Communications, Ralph Loose shares more on their Beyond the Bushel Campaign.

“We brought together millers and bakers from 20 different countries in Africa, and turned out to be a rousing success. We gave it a theme. We called it Beyond the Bushel US Wheat’s; Unmatched Service and Performance. And we brought wheat industry people from all aspects, not only US Wheat staff. We took producers. We had the CEOs from Kansas wheat and from Oregon wheat, we brought milling experts, baking experts, and we had a good three days of just promoting US Wheat and letting our customers in Africa know what's available for them.”

Loose says that US Wheat has been working to grow the African market and create demand. This three-day conference was an opportunity to do just that by sharing updates and information to the wheat bind representatives who attended.