This justifies the focus on these two areas, so that we better understand the quality targets desired by the Asian market. Superior milling and in-use quality will dictate consumption of HWW in this market, not price. Transition to hard white wheat should be viewed as a risk management tool by growers. It offers the opportunity to provide a product to the market which they have indicated is growing in demand. The goal of the meeting was to come to consensus on the quality standards for each of the major product areas in which HWW could offer a marketing advantage for the American wheat farmer.
Consistent quality is the key.
We need to produce sufficient quantity for supply to the market. With Australia being the dominant player in the current market, pricing will need to be competitive in order for American HWW to make in-roads against the Australians. David Sheldon anticipates HWW will be established as a substantial American class of wheat within five years. Price will be established at that time and may or may not be a premium versus hard red winter wheat and other wheat classes. Primary drivers for price will be based on protein and linked with functionality.