The Australian Export Grains Innovation Centre (AEGIC) is currently undertaking a significant project to thoroughly document the wheat-quality requirements of customers in South-east Asia, with the support of Grains Australia. This project involves conducting in-market meetings with customers in Vietnam, Indonesia, The Philippines, Thailand, and Malaysia, in order to gain a better understanding of the wheat-quality needs of Australia’s most valuable export region.
The project builds upon existing market intelligence developed by AEGIC, which will be reviewed, verified, and expanded using a rigorous choice analysis model. The insights gained from these meetings will enable the Australian industry to make more informed decisions regarding wheat classification, breeding, and production, ensuring that Australian wheat remains competitive for noodles, baked goods, and other food products.
South East Asia is Australia’s most valuable wheat market, with an estimated worth of $35 billion over the decade leading up to 2024. AEGIC, with funding from the Grains Research and Development Corporation, previously developed and delivered a comprehensive intelligence package detailing South-east Asian wheat-quality preferences from 2015 to 2019. This intelligence was gathered through rigorous choice analysis with flour millers and other processors in the region, providing crucial guidance on how to tailor Australia’s wheat offering to customer preferences.
Given that South-east Asia is a rapidly evolving region, it is essential to review and update this data to ensure it accurately reflects current market requirements. With the support of Grains Australia, AEGIC is now in the process of updating, reviewing, and verifying this intelligence to provide the Australian industry with the latest insights. The project is expected to continue until 2026.
This project is crucial for ensuring that the Australian wheat industry remains competitive in the South-east Asian market and continues to meet the evolving needs of customers in the region. By gathering and analyzing market intelligence, AEGIC and Grains Australia are working to strengthen Australia’s position as a preferred supplier of wheat in this valuable export market.
Overall, this project highlights the importance of ongoing market research and intelligence gathering in the agricultural industry, particularly in key export markets like South-east Asia. By staying ahead of market trends and customer preferences, the Australian wheat industry can continue to thrive and maintain its competitive edge in the global market.
