US promotes wheat in Africa by focusing on quality

The United States is seeking to increase wheat exports to sub-Saharan Africa by competing on grain quality rather than price. This approach is intended to help US suppliers strengthen their position in a market where lower-priced offers from Russia, Ukraine, Canada, the EU and the Baltic countries remain highly competitive.

According to the American grain association, the organization is working with local millers, bakers and food manufacturers to demonstrate the advantages of different classes of US wheat for flour production and finished food products. Wheat demand across the region continues to grow, intensifying competition among the world’s leading exporters.

Chad Weigand, the association’s regional director for sub-Saharan Africa, said US wheat is not always the cheapest option available. The main objective is therefore to show buyers the additional value they receive from consistent grain quality and strong processing characteristics.

To support this strategy, the association held training sessions for millers and bakers in Senegal and Côte d’Ivoire in late 2024. The sessions focused on the use of hard red spring and hard red winter wheat in bread flour blends and on improving production formulas.

The growing focus on Africa reflects stronger competition among global wheat exporters. For the United States, promoting wheat through its quality characteristics is seen as a way to expand its share of one of the world’s most dynamic wheat consumption markets.

Tags: wheat, USA, Africa