World Grain - June 2015 - (Page 100)

FEATURE: TEAM APPROACH TO MARKETING CANADIAN GRAINS Nisshin's Koji Murakami shared his company's experience with Canadian wheat during the Canadian Global Crops Symposium this April in Saskatoon, Saskatchewan, Canada. Photo by Susan Reidy. can't take that for granted. We have to continue to assure that the Canadian quality and the Canadian brand is maintained going forward," Dahl said. Cigi and Cereals Canada have tions," Dahl said. "The answers were launched a comprehensive market scan FRPLQJ IURP DQ LQGHSHQGHQW VFLHQWL¿F which should be complete by the end of assessment, not someone who was try- June, Dahl said. ing to sell them something." It will help focus the market support for Team Canada, and the results will MOVING FORWARD guide ongoing outreach. It's safe to say that any lingering un"The Team Canada approach demoncertainty surrounding deregulation VWUDWLQJWKDWD VWURQJ XQL¿HG &DQDGLDQ has largely evaporated and customers value chain supports our customers around the world are comfortable in how abroad is something that is valuable and Canadian wheat is brought to the market, has helped support the Canadian marDahl said. The Canadian wheat brand ket," he said. continues to attract customer loyalty. We want to hear from you - Send comments and "Quality is still king and Canada oc- inquiries to For reprints of WG articles, e-mail cupies that niche market. However, we Canadian wheat customers share their experiences Two major customers shared their experiences with Canadian wheat during the Canadian Global Crops Symposium this April, saying they appreciated the high quality product, but also noting problems with gluten properties in the last several years. Japan consumes about 5.7 million tonnes of wheat per year, said Koji Murakami, manager, quality control & assurance group, Nisshin Flour Milling, Inc. It imports about 1.2 million tonnes of CWRS and 200,000 tonnes of durum. Since 2009, Murakami said the gluten quality of CWRS has drastically changed in terms of strength and extensibility. This means the bread-making properties have also deteriorated. "Many bread-making companies have had difficulty managing their manufacturing process because of the increased water absorption and deterioration of mixing tolerance," Murakami said. He attributed the change to environmental factors as well as the variety of CWRS Canadian farmers are growing. Gluten quality was slightly improved in 2014, but needs further improvement, Murakami said. Nisshin has discussed the issue with the Canadian Grains Commission (CGC) every year. Starting in 2013, CGC added an extensograph test to variety registration trials and in 2014, added a test for gluten strength. "With this change, we expect new varieties released in the future to have excellent mixing tolerance and extensibility," Murakami said. Lei Sang, deputy general manager, wheat division, COFCO Trading Ltd., echoed Murakami's statements on gluten quality. COFCO is a major importer of wheat with about 60% of the market share the last six years. It is one of the top three millers in the country with a capacity of 3.5 million tonnes. COFCO has been importing wheat from Canada since 1960, 100 for a total of 114 million tonnes. It exclusively imported CWRS from 1977-2003. The wheat variety had an excellent reputation for consistent and excellent performance, and was given first priority for high-quality bread, Sang said. But for some Chinese millers the usage of CWRS is moving from high-end bread to noodles and dumplings because of the quality problems. While Sang said the quality of the 2014 crop is the best since 2011, more improvement is needed. "Millers would like to see more efforts and more positive results," Sang said. The perfect CWRS has good functionality, high baking scores, and consistent quality with little variation year over year. Sang said COFCO would like to see an improvement of the CWRS seed varieties with strong gluten. China's market is short of high-gluten varieties, and CWRS should fill that need, he said. "We hope the industry rebuilds CWRS and continues to improve the seed varieties," Sang said. Sang outlined other hopes he has for the Canadian wheat industry, including the expanded flexibility of trade with more container exports. The demand for containerized CWRS has grown fast because it is more flexible and convenient. It is a good solution for millers who demand special high protein CWRS, Sang said. Additionally, increased cargo readiness efficiency is needed, he said. Winter is a tough time for Canadian grain cargo readiness, Sang said, but it is also the busiest season for wheat processing in China because of the large amount of flour needed for spring festivals in January and February. Sang also suggested promoting pre- and post-shipment service by introducing more client training and technical exchange programs. June 2015 / World Grain /

Table of Contents for the Digital Edition of World Grain - June 2015

World Grain - June 2015
Table of Contents
From the Editor-in-chief - Flour output data points to eating trends
Calendar of Events
News review - Ceremony marks opening of Whitewater Mill
ADM plans extensive improvements at Argentina port
Dangote Flour Mills hurts Tiger’s earnings
GrainCorp Oils increasing oilseed crushing capacity
Noble Agri appoints former ADM executive as CEO Jansen
Hovis names new CEO
Southern Africa nations facing food shortage
EBRD provides loan to Turkish edible oil producer
Gruma full steam ahead on European expansion
Oilseeds, grains push Wilmar earnings up 49%
GrainCorp earnings drop on smaller crop
ADM makes management appointments in key areas
ADM earnings surge on oilseed crush margins
Bunge returns to profit on soybean crushing
GrainCorp plans upgrades at 13 sites
Grain Market Review - Rice
Country Focus - Argentina
Technical Profile - Crustless pan bread favored in Argentina
Feature - Bridging a Gap
Feature - Chinese Reforms Creating Market Uncertainties
Feature - Investing in Food Security
Feature - Grain Storage and Handling Projects
Feature - IAOM Conference 2015
Feature - China, currency impacting markets
Feature - A new plan for Egypt
Feature - Team approach to marketing for Canadian grains
Canadian wheat customers share their experiences
Feature - IAOM MEA District Conference & Expo
Feature - Traders Utilizing Exchanges More than Ever
Supplier News
Product Showcase
World Grain Archive
Advertiser Index

World Grain - June 2015