ARLINGTON, VIRGINIA, U.S. — The U.S. Wheat Associates was created 40 years ago on Jan. 12, 1980, with the merge of Great Plains Wheat and Western Wheat Associates to create trade opportunities for U.S. wheat. The association is commemorating the 40th anniversary with a new campaign to recognize and celebrate the people who produce the wheat and their partnerships with the U.S. Department of Agriculture (USDA), wheat buyers and wheat food processors around the world.
“This anniversary is a platform for us to reinforce our authentic story — that behind the world’s most reliable supply of wheat are the world’s most dependable people,” said Steve Mercer, vice-president of communications at USW. “In online media, new marketing materials and face-to-face with overseas wheat buyers, we are going to talk about the legacy of commitment from farmers and the important partnerships that are a unique and differential part of importing U.S. wheat.”
The primary component of the USW campaign is a new landing page on https://www.uswheat.org/ titled “Our Story.” The page includes historical background, and profiles of U.S. wheat farm families and overseas customers. The campaign also features a new video that defines the value created by farmers, the U.S. wheat export supply system and the service the USW organization offers to flour millers and wheat food processors around the world.
“Many of the millers and bakeries USW works with overseas are also family-owned and going through the same generational changes as U.S. farm families,” Mercer said. “That is one reason why we will emphasize past and present connections between our farmers and customers in those stories, through our Wheat Letter blog and in Facebook and Twitter posts as we continue to update content throughout 2020.”
USW’s mission is to “develop, maintain, and expand international markets to enhance wheat’s profitability for U.S. wheat producers and its value for their customers.” USW activities in more than 100 countries are funded through producer checkoff dollars managed by 17 state wheat commissions and cost-share funding provided by the USDA’s Foreign Agricultural Service.