Why U.S. Wheat Remains Your Best

Choice

Mark Fowler

Vice president, Overseas Operations

U.S. wheat

US Wheat Associates

Mission of US Wheat Associates

Serve the mission of USW to “Develop, maintain, and

expand international markets to enhance wheat’s

profitability for U.S. wheat producers and its value for

their customers.” Through education and trade servicing

activities

Three P’s of Management

People

Three P’s of Management

Products

Three P’s of Management

Profits

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Three P’s of Management

People Products Profits

Three P’s of Wheat Marketing

• Price

• Product

• Policy

We don’t set the price,but we help with Price Discovery

• Weekly Price Report

• Regular Trade Service

• Purchasing seminars

Commodity

Forex

Freight

The Product

• Wheat = Commodity

• Flour = Food Ingredient

• Extraction is a measure of profitability and efficiency

• Flour functionality is the objective

• Crop Quality Survey (16 different organizations)

Why focus on technical service?

The Product - Research

The Product - Research

• New Product Development

• In Factory Training and

Consulting

• Training Courses and Seminars

• Not to mention the PRODUCTS

• Six classes of wheat to meet the

needs of a variety of finished

products

The Competition

• Other origins?

The Competition

• Educated Consumers

–Developed Market

–Food Safety Concerns

• Consumption Trends

–Gluten Free

–Low Sodium

–Lower Fat/Sugar

Battling the competition

Some recent U.S. Headlines

• Bay State focusing on health, wellness – World Grain

• U.S. Consumers are Eating More Wheat – AgWeb by Farm

Journal

• Flour mills take steps to ensure safe flour supply

– Bakingbusiness.com

– SafeGuard Ready-To-Eat Flour – Trademark Ardent Mills

Policy

Trade Policy

• FTA’s

• TRQ’s

Food Safety Policy

• MRL’s

• FSMA (Food Safety)

• Labeling Laws

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Why U.S. Wheat Remains Your Best Choice?

THE WORLD’S MOST RELIABLE CHOICE