U.S. Wheat Quality: Winning Beyond Price - WOYM 414
The Official Podcast for Kansas Wheat
Hosted by Aaron Harries
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.