What The World Wants from Australian Wheat

In response to calls from the wider industry, GrainGrowers has undertaken a detailed study designed to provide an understanding of what the buyers of Australian wheat want from the Australian wheat industry. 

 As part of the study a preliminary report was prepared in July 2010 that provided a detailed analysis of wheat industry data on Australia’s domestic and export markets.

Following on from the release of this report, further study involving detailed interviews and discussions with key Australian wheat markets and end product manufacturers in Asia and the Middle East as well as domestic end users and processors was conducted over the past 18 months.

As a result of this study a detailed report has been developed which summaries the findings of the research and study program. Download a copy of the report.

The report provides a detailed insight into what buyers valued about Australian wheat and identifies where there are concerns.

Key recommendations from the report confirm that in order to improve the profitability of Australian wheat producers, the grains industry in Australia needs to:

  •  Demonstrate an improvement in wheat quality standards in the next three years.
  • Provide regular, accurate and timely information on a national basis to better support the purchase decisions of all buyers of Australian wheat.
  • Shape the wheat crop to better meet customer requirements and stay ahead of the competitors.
  • Improve performance of containerised wheat trade.
  • Build stronger and tighter linkages between grain producers and end users of Australian wheat.

In response to these findings GrainGrowers has taken the lead role in developing a national brand for Australian wheat that will deliver a unified and consistent message to Australian wheat buyers.

The national brand will be used to promote the ongoing development and improvement of Australian wheat grades, provide a mechanism to deal with market-specific issues in a consistent manner and provide technical market information to our key customers on the production and quality of Australian wheat.

The brand concepts and executions were crafted through interviews and consultation with industry. Initial brand concepts and excecutions were then presented for review and discussion with key local stakeholders and international customers.  

What the World Wants from Australian Wheat reports are available for download below:

 

The What the World Wants from Australian Wheat study is an initiative of Grain Growers Limited and supported by the Department of Agriculture, Fisheries and Forestry.

 

Additional information