To be successful at marketing wheat in a highly competitive global market place, it is paramount you have a product that the customer wants.
To ensure that the Australian wheat industry is producing such a wheat product, AWB National Pool recently brought together representatives from through-out the wheat breeding and seed commercialising chain in a first ever forum designed to ensure Australian growers continue to produce wheat quality that provides them and customers with a competitive edge.
The forum involved wheat breeders, seed companies, members of the domestic milling industry, quality testing representatives and key personnel from the Grains Research and Development Corporation (GRDC) plus AWB staff from the National Pool, International Sales & Marketing and Grain Development areas.
General Manager AWB National Pool Sarah Scales said the focus of the meeting was for the industry as a whole to discuss emerging trends in the world market, and how it will respond to those market signals.
"Through the AWB National Pool, market signals are relayed back from our customers about the quality and type of wheat they are demanding," Ms Scales said.
"Through the process of crop shaping, we are able to ensure that the quality of the national crop meets or even exceeds market expectations, and that AWB can continue to extract premiums in the international market for Australian wheat," Ms Scales said.
Ms Scales said Australian wheat breeders, growers and AWB need to be equally aware of the changing market needs and the key drivers of supply and demand so that they can act in unison to address any issues in quality and future requirements.
GRDC executive manager program operations, John Harvey, said the conference was crucial to defining what wheat research efforts were required and I congratulate AWB on their initiative of organising this important forum.
"The real competitors for Australian wheat breeders, producers, and marketers are those international countries who are looking to export wheat into Australia’s international markets, said Mr Harvey.
"Some of the developments that we heard at the conference were really significant - such as the level of growth in some of the non-traditional exporters - and we need to stay on top of our game to ensure we can preserve and improve our position in the international market place," Mr Harvey said.
In order to provide more structure and transparency to the varietal classification process, AWB is developing guidelines for industry on data and sample collection, presentation, assessment and dissemination.