A new project will provide the Australian wheat industry with the latest objective insights into wheat quality preferences for Australia’s most valuable wheat export region – South East Asia.
“The goal is to empower the Australian industry to make more informed decisions around wheat breeding, production and classification,” Australian Export Grains Innovation Centre (AEGIC) Market Insights Manager Chris Carter said.
“Ultimately, the aim is to ensure that Australian wheat meets customer requirements and is the preferred choice in South East Asia.”
To be delivered by AEGIC with investment from Grains Australia, the project will be initiated when Dr Carter and Wheat Quality Technical Markets Manager Larisa Cato meet with end users and customers in the region during November and December.
Grains Australia, an initiative of the Grains Research and Development Corporation (GRDC), is responsible for vital industry services and functions that improve the industry’s competitiveness and profitability. The new project was endorsed by its Wheat Council, which provides strategic advice to the Grains Australia Board.
Dr Carter said the project would build on information that AEGIC collected in-market from 2015 to 2019 detailing South East Asian wheat quality preferences, as part of a GRDC-invested project.
“At that time, the AEGIC team conducted rigorous choice analysis with flour millers and other processors across South East Asia on a range of end-product and flour quality attributes,” he said.
“The resulting insights gave the Australian industry crucial guidance on how to tailor Australia’s wheat offering to customer preferences.
“Under the new project, AEGIC will expand, review and verify this intelligence to ensure the Australian industry has access to the latest insights.”
AEGIC is an initiative of the Western Australian State Government and Grains Australia.
ENDS
Caption: AEGIC’s Larisa Cato and Junhong Ma working with Indonesian flour millers in 2017.
Photo: AEGIC.
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Natalie Lee, Grains Australia media@grainsaustralia.com.au
About Grains Australia
Grains Australia delivers value to the Australian grains industry through the provision of industry services and functions including management of trade and market access, classification, market insights and market education that improves the industry’s competitiveness and profitability.
Grains Australia is an initiative of the Grains Research and Development Corporation (GRDC). GRDC leads investment in grains research, development and extension (RD&E) in Australia to create enduring profitability for grain growers.
A partnership between the Australian Government and grain growers, GRDC’s primary objective is to drive the discovery, development and delivery of world-class innovation to enhance the productivity, profitability and sustainability of Australian grain growers and benefit the industry and the wider community.
Grains Australia and the Australian Export Grains Innovation Centre (AEGIC) are organisations that work together in an integrated way to drive better outcomes for Australian grain growers. AEGIC is a delivery partner for Grains Australia’s market insights and education services.
AEGIC is an initiative of Grains Australia and the Western Australian State Government, through the Department of Primary Industries and Regional Development (DPIRD).