The Australian Export Grains Innovation Centre’s (AEGIC) wheat experts have been in one of Australia’s key wheat export regions – South-East Asia – engaging with customers about the benefits of choosing Australian wheat.
AEGIC’s wheat quality seminar series in March 2024 included Jakarta, Kuala Lumpur, Bangkok, Ho Chi Minh City, Hanoi and Manila, reaching about 450 flour millers, food manufacturers, government representatives and traders.
The seminars, led by AEGIC wheat quality and technical markets manager Dr Larisa Cato, give customers practical intelligence about the quality and functionality of Australian wheat for noodles, baked and confectionary products; how Australia breeds wheat to meet customer needs; and how to optimise value when milling Australian wheat.
Customers greatly appreciate having access to technical support and education, because it helps them get the most value out of Australian wheat. This makes it more likely they will continue to source wheat from Australia.
Solid reputation for noodle wheat
Australian wheat has a great reputation in South-East Asia, particularly for noodles. The region is Australia’s most-significant export wheat market, with more than $6 billion worth of exports in 2023. That is more than 40 per cent of the value of all Australian wheat exports, according to the Australian Bureau of Statistics.
Noodle makers such as Jakarta’s Eddy Mie prefer using Australian wheat because of its good colour and appearance. Eddy uses about 250 kilograms of flour each day to make fresh yellow alkaline noodles (three different shapes and sizes) and wonton skins, which are then sold at his street-side vendor.
AEGIC helps maintain Australia’s position in South-East Asian markets by engaging with flour mills and their customers to understand what they need from Australian wheat.
AEGIC’s insights are provided to the Australian industry via market intelligence reports and recommendations. This intelligence helps inform breeding and classification decisions so that Australian wheat continues to meet the requirements of the South-East Asian market.
Working with South-East Asian customers
For example, previous AEGIC research found that Australian wheat is highly regarded for noodle colour, while noodle texture can be improved. AEGIC is continuing to work with key customers in South-East Asia to collect additional market intelligence on the specific noodle texture traits that need improving. AEGIC’s work supports Australia’s wheat breeding companies as they develop improved wheat varieties.
AEGIC works closely with Grains Australia, an initiative of GRDC that brings together critical functions for the grains industry to enhance competitiveness and profitability. Aligned to the ‘Grow Markets and Capture Value’ pillar of GRDC’s RD&E Plan 2023-28, major investment by GRDC in Grains Australia supports classification, trade and market access, market insights and market education on behalf of Australia’s grains industry. AEGIC is the delivery partner for Grains Australia’s market insights and education services.
AEGIC’s wheat experts will be back in South-East Asia in the second half of the year, working with key customers in Indonesia, Vietnam, Thailand and the Philippines. They will be delivering baking and noodle workshops; providing customers with technical examples and evidence on how Australian wheat can be used in baking grists; and demonstrating why Australian noodle wheat should remain their number one choice when it comes to noodles.
The Australian Export Grains Innovation Centre is an initiative of the Western Australian State Government and Grains Australia. GRDC provides investment to Grains Australia, which in turn invests in AEGIC.
More information: Dr Larisa Cato, Larisa.Cato@aegic.org.au