As the U.S. wheat industry’s export market development organization, U.S. Wheat Associates (USW) focuses on building productive relationships with our customers. We report to them about the quality and processing properties of all six U.S. wheat classes every year. We help customers understand how to use the U.S. inspection system to their advantage. We share information about risk management. And we emphasize the value of supply reliability.
Local efforts help demonstrate the value of the wheat our farmers produce to their customers. But when we measure satisfaction, the feedback is clear: it is not always enough to tell our customers about the benefits of buying and processing U.S. wheat.
That is why we often bring customers to the United States. Here they can meet the farmers who produce abundant supplies and they can talk to elevator operators, traders and grain inspectors about how they deliver quality wheat to the export elevators. Trade team visits to get a “farm-to-port” experience are a vital part of building trust in the U.S. wheat production and marketing system.
Buyers from Japan, Brazil and South Africa have visited the United States since late April 2014 as part of the 11 trade teams planned for 2014. This week, eight senior managers from Nigeria’s milling and noodle/pasta manufacturing industries started a visit to Colorado, Nebraska and Kansas to examine the current HRW crop.
“Thanks to the relationships built with millers in Nigeria and between those millers and the farmers, U.S. wheat found a home in Nigeria,” said USW Regional Assistant Director, Sub-Saharan Africa, Gerald Theus. “And we are working to keep it that way.”
Another team of six Japanese flour milling executives is also here this week to meet with all sectors of the west coast grain trade from wheat breeders to farmers to exporters.
“Visits like this give milling executives the chance to discuss other important factors like our logistical and quality assurance systems face-to-face with the managers responsible for them.” said USW Country Director, Japan, Wataru Utsunomiya.
Looking ahead, flour miller teams from Taiwan and Korea will visit the United States in July, while separate teams from Europe and the Philippines are due in August. Another team from Japan — this one including mid-level flour milling managers — will arrive in September hopefully in time for the U.S. northern spring wheat harvest.
USW is proud to work with its state wheat commissions, educational partners and USDA to sponsor these important trade team events each year.
Source : uswheat.org