Wheat Marketing Center's Dr. Gary Hou reinforces relations during Philippine trip

Wheat Marketing Center's Dr. Gary Hou reinforces relations during Philippine trip

Portland, OR (May 27, 2003) Positive reinforcement. Follow-up. Maintaining working relationships. Supporting benefits with additional data.

All are common terms in the corporate world where sales and marketing drive everyday, and long-range objectives as well as corporate language.

"Precisely the reasons the Wheat Marketing Center's Technical Manager and Asian Foods Specialist Gary Hou travels back to The Philippines on a regular basis," David Shelton, Executive Director of the Wheat Marketing Center (WMC) commented.

During the past year, eight Philippine flour millers and noodle makers have participated in U.S. Wheat Associates (USW) and the Wheat Marketing Center's Asian Products Collaborative program (APC). In that program, these senior decision makers work, learn, test, and evaluate U.S. wheat for expanded use in products back home. In addition, two companies sent managers to the WMC to conduct special projects using U.S. hard white, hard red, and soft white wheat.

Upon returning home, the Philippine team members implement techniques and protocols they have learned, then train newer staff members using U.S. wheat in noodle, steamed bread and other bread products, cakes and pastries production. Further, team members also develop new products using the knowledge and techniques gained during the WMC's training programs.

Hou's trip provided person-to-person technical assistance along with in-plant consultations on U.S. wheat quality topics. "He also maintained, and established new contacts while continuing to build relationships with wheat processors and end users," Shelton said. "The Philippines are an important U.S. wheat customer. For instance, in 2002, The Philippines imported 1.93 million metric tons (MMT) of millable wheat. The United States supplied nearly 78 percent, or 1.5 MMT, of that wheat. In addition, some 11,000 metric tons of U.S. hard white wheat was imported last year for the production of noodle products. Our hard white wheat is quickly becoming favored by both the flour millers and end-users as it offers consistent quality, texture, and good (white) color," Hou pointed out.

Results of the WMC's programs and Hou's recent May trip to The Philippines include:

All the milling companies visited are highly interested in using U.S. hard white wheat with several companies ready to buy if the wheat were available now;

Millers are most interested in two hard white wheat varieties: ID377S and Platte and have requested availability and price information;

A pasta plant wants hard white wheat due to its better pasta color and texture characteristics;

One food corporation uses 100 percent U.S. wheat and after completing a special project at the WMC last year us U.S. hard white and hard red wheats, is developing specialty noodle flours for commercial trails:

Companies are adding new noodle and steamed bread production lines and are strongly considering purchasing hard white wheat flour for these products.

"Although the flour milling industry in The Philippines has become more competitive, and the demand for high quality flour is increasing, the marketplace has shown high interest and a building demand for U.S. hard white wheat. The market hold major potential for U.S. hard white wheat purchases as increased production grows during the next few years," Hou concluded.

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