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Special focus market: China 2004 -- One billion
300 million folks Portland, OR (February 25, 2005) -- Working with U.S. Wheat Associates (USW) and the Federal Grain Inspection Service (FGIS), Wheat Marketing Center (WMC) hosted teams of Chinese food and government officials at the Portland, Oregon and other U.S. facilities. Wheat Marketing Center incorporated technical information, developed protocol tools, and provided wheat quality sample and testing training to on-the-spot wheat milling and processing plants in the People's Republic of China during 2004. Led by Dr. Gary Hou, WMC Technical Manager and Asian Foods Specialist, more than 52 agencies and food companies were visited, presentations made, information exchanged, and seminars held. U.S. hard white, soft white, hard red spring, and hard red winter wheat varieties used in commercial products were tested, and improved protocols accomplished. "Dr. Hou was born and raised in China, and is fluent in the language, and familiar with the culture," David Shelton, WMC executive director commented, "a major advantage in bringing his high-level technical skills to the Chinese wheat foods industry." Hou and U.S. Wheat Associates in Beijing and Hong Kong met with nearly 200 food teams, food technicians, plant production and quality control staff, and government officials in China and at Wheat Marketing Center workshops during 2004. "But it was in China that in-plant evaluations provided immediate feedback and problem solving during processing," Hou reported. A series of solution proposals was made at one plant to remedy a sponge cake flour problem. Another concern regarding flour consistency was addressed when Hou introduced and taught the SRC (Solvent Retention Capacity) method. U.S. Wheat Associates and Wheat Marketing Center have successfully conducted a hard white wheat quality testing program in China this year, where a U.S. hard white wheat variety, Platte, was found to be acceptable for producing good quality Asian noodles and Chinese dumpling wrappers. Asian Products Collaborative (APC*) studies conducted at the WMC in past months were verified at a food manufacturer visited: that U.S. hard white wheat is most suitable for Chinese raw noodles, Japanese ramen noodles, Japanese udon noodles, and dumpling wrappers in China. Often whiter noodles are preferred, and U.S. hard white wheat works well in these products. In addition to the myriad of products, pizza dough was tested at several sites: good stretch characteristics are demanded in China as well as in the U.S. Frozen dough products are gaining new acceptance and demand is growing, Hou found. In general, food manufacturers are looking to expand product lines within their existing facility capabilities. One facility, currently expanding and building a new center to house a quality control laboratory, a research and development laboratory, and classrooms, gave a high compliment to Dr. Hou, asking him to assist in identifying equipment needs for the center. Specific accomplishments in 2004 included:
U.S. Wheat Associates market analyst Ann Courtmanche notes, "-- this marketing year's reports show an increase of more than 400 percent in overall wheat shipments to China." "U.S. wheat sales to China are growing. The relationship building done by U.S. Wheat and our dedicated team at the Wheat Marketing Center is certainly an important part of that growth," Shelton said.
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