U.S. Wheat Quality: Winning Beyond Price
A smaller hard red winter wheat crop will test whether last year’s export buyers were chasing price or choosing lasting value.
Brian Liedl, vice president of overseas operations for U.S. Wheat Associates, joins Aaron Harries and Justin Gilpin to explain how strong 2025/26 wheat exports changed the outlook for Mexico, Nigeria, Indonesia, and other important markets. They discuss why U.S. wheat quality, technical support and customer relationships matter even more in a higher-priced year, along with what tighter HRW supplies, Russian competition and growing global demand could mean for Kansas farmers.
Key takeaways:
Customer retention will be a major priority as U.S. wheat prices rise.
Mexico remains the leading destination for U.S. wheat and a vital HRW market.
Nigeria and Indonesia offer growth opportunities when U.S. wheat can demonstrate better milling and baking value.
Technical support helps overseas millers look beyond the lowest-priced wheat.
Strong global consumption provides reasons for long-term optimism despite intense export competition.
Detailed timestamped rundown:
00:00 – International market-development strategy
00:31 – Introduction to the episode
01:46 – From the trading pit to U.S. Wheat Associates
03:12 – A strong year for U.S. wheat exports
04:44 – Why buyers value U.S. wheat
05:39 – Moving from commercial trading to market development
07:39 – Coordinating U.S. Wheat’s overseas network
08:48 – Mexico, USMCA and Nigeria
11:39 – Opportunities in Southeast Asia
13:20 – Moving the buyer conversation beyond price
15:20 – The long-term global wheat demand story
18:33 – Selling value during a smaller HRW crop
20:18 – Retaining customers and testing new blends
22:25 – Russian wheat competition and higher costs
24:07 – Farmer profitability as the guiding goal
25:20 – Closing and subscription reminder
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