Market growth and training programs boost wheat sales in key nations
Sub-Saharan Africa is becoming an important market for U.S. wheat as rising populations, urban growth, and changing food habits increase demand for wheat-based products.
During Marketing Year 2025-26, U.S. wheat exports to the region increased by 138 percent. Nigeria, one of the world's largest wheat-importing nations, recorded a major rise in purchases, highlighting growing interest in U.S. wheat supplies.
U.S. Wheat Associates (USW) has spent years building relationships with millers, bakers, and food manufacturers across the region. A key milestone was the first Sub-Saharan Africa Wheat Buyers Conference held in Cape Town in 2025. The event connected wheat buyers directly with U.S. farmers and helped generate additional wheat sales.
“There are always ups and downs in a market this size, but our focus is on the long term in this region,” said U.S. Wheat Associates (USW) Regional Director for Sub-Saharan Africa said.
He added, “We stay true to our mission. When it comes to our work, we focus on finding opportunities for U.S. wheat and then showing millers and bakers the advantages of each of our six classes of wheat. That work paid off this past year with increased exports, but here we are in a new Marketing Year, and we are working hard to face challenges and match or exceed what we just accomplished.”
USW also focused on technical education programs that demonstrated how different classes of U.S. wheat can improve flour quality and bakery performance. Training sessions in Senegal and Côte d’Ivoire showed how U.S. wheat can be used to produce high-quality French baguettes, helping increase buyer confidence and purchases.
The organization operates through its Cape Town office, which supports market development activities across the region. Staff members conducted numerous educational programs for customers during the past year.
Despite strong growth, competition remains intense. Wheat suppliers from Russia, Ukraine, Canada, the European Union, and Baltic countries continue to compete for market share. USW works to highlight the value and quality advantages offered by U.S. wheat to help buyers achieve better product consistency and profitability.
Looking ahead, USW plans additional training programs focused on pasta production, wheat procurement, and soft wheat product development. These efforts aim to support expanding consumer demand for wheat-based foods.
With rapid population growth and a rising middle class, Sub-Saharan Africa is expected to remain a promising export destination. Continued market development and customer education could help create long-term opportunities for U.S. wheat farmers and strengthen export demand in the years ahead.
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