A MAJOR new Australian Export Grains Innovation Centre project to extensively document the wheat-quality requirements of customers across South-east Asia is under way, supported by Grains Australia.
In November and December 2024, AEGIC embarked on the first of what will be several in-market meetings.
Working with customers across Vietnam, Indonesia, The Philippines, Thailand, and Malaysia, the meetings aim to help the Australian industry better understand the wheat-quality needs of Australia’s most valuable export region.
The project will build on existing market intelligence developed by AEGIC, which its experts will review, verify, and expand using a rigorous choice analysis model.
These insights will help the Australian industry make more informed decisions around wheat classification, breeding, and production to ensure Australian wheat remains competitive for noodles, baked goods, and other food products.
South East Asia is Australia’s most valuable wheat market, worth about $35 billion over the decade to 2024.
With investment from the Grains Research and Development Corporation, AEGIC from 2015 to 2019 developed and delivered a significant intelligence package detailing South-east Asian wheat-quality preferences.
AEGIC’s market experts conducted rigorous choice analysis with flour millers and other processors across South-east Asia on a range of end-product and flour-quality attributes.
Insights gained gave the Australian industry crucial guidance on how to tailor Australia’s wheat offering to customer preferences and position Australian wheat as the preferred choice.
South-east Asia is a dynamic and fast-developing region, and its people and markets are ever evolving.
This data now needs to be reviewed and brought up to date to ensure it accurately reflects current market requirements.
With investment from and collaboration with Grains Australia, AEGIC is now updating, reviewing and verifying this intelligence to ensure the Australian industry has access to the latest insights.
The project is scheduled to run until 2026.
Source: AEGIC
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