U.S. Wheat Associates (USW) is a market development organization with offices in key markets around the world working to promote U.S. wheat. Its mission is to “develop, maintain and expand international markets and to enhance the profitability of U.S. wheat producers and their customers.” Each year, USW and the Wheat Marketing Center team up to provide technical training to key customers. Examples of the courses include:
- Asian Noodle Technology (Introductory and Advanced)
- Contracting for Wheat Value Workshops
- Whole Wheat Baking Study Team.
USW offices in Asia, Africa and Latin America organize the participants and suggest course priorities; WMC conducts the courses using its pilot scale production lines, analytical capabilities and staff expertise.
According to USW, these courses provide value for key customers and create demand for U.S. wheat by linking customers directly to the wheat they purchase and to the farmers who grow it. Specific results include the expansion of the instant noodle industry in Nigeria, the introduction of new whole wheat products in Korea, and the adoption of new flour blends for Asian noodles.