Montana Wheat & Barley Committee Plans for a Changing Industry
Great Falls, MT – Communications Director Lori Wickett will add to her existing role the responsibilities of research lead and market development for the Montana Wheat & Barley Committee (MWBC), headquartered in Great Falls, MT. This newly combined role reflects some of the changes that the wheat and barley industry is seeing nationally, including the need for communications professionals to have deeper insight into research.
“Technological advancements are driving change in the wheat industry,” said Kent Kupfner, MWBC executive director. “As an organization representing the investment interests of Montana farmers, we need critical thinkers as we enter into this next decade of challenges.”
Kupfner said Wickett’s experienced professional depth, including her extensive time working with Montana State University fostering the Winifred Asbjornson Plant Sciences Chair, has positioned her well for liaison work between the research community and growers. Research is also critical to Montana’s wheat and barley customers, who depend on a consistent supply of the highest quality grain.
“Lori has worked closely over the last year on some of our joint-state projects,” he said. “The timing is good to increase our continuity with other states regarding research efforts but also to think about additional opportunities to market barley and wheat.” Kupfner added that traditionally Montana has focused its market development funds on international marketing interests such as U.S. Wheat Associates and U.S. Grains Council.
Wickett has served as communications director since September, 2023. During that time, she has helped guide multiple projects such as MWBC’s first Spring Wheat Variety Guide; production of a long-form video, Sawfly Solutions, for the greater research community; and national work on domestic marketing issues.
In her professional career, Wickett led organizations including two state fairs and her own company, with agriculture at the forefront of her work. She holds a bachelor’s degree from Montana State University, is a Nebraska LEAD fellow and has earned multiple certifications.
“One thing that I know to be true,” Wickett said. “If you think you are done learning, you would be wrong. Farming is the ideal example of growth. When a plant stops growing, it’s dying. Business is no different. The global marketplace is radically different from one day to the next. If we are going to serve our growers smartly, we have to be able to respond to those changing dynamics aptly and quickly.”
Wickett grew up on a wheat and barley operation near Moccasin, MT. While her family no longer farms, she credits those experiences like driving a grain truck, sweeping bins or losing a crop to a hailstorm for shaping her career. “I think it’s easy to take that work ethic for granted,” she said. “All these years later, I’m really glad my dad made us sweat a lot and earn our keep. That was the best education – and preparation – we could ask for.”
For more information, locate the Montana Wheat & Barley Committee online at MontanaWBC.com.