By Lori Wickett, MWBC Research & Communications Director
Over the past four weeks, to say trade team visits to Montana were busy might be an understatement. Since 1967, MWBC has been all-things-go to promote Montana wheat on behalf of our producers. That has resulted in more than 50 years of successful trade missions where MWBC has welcomed delegations from all over the world.
A trade team’s goal is to get a sense of the current Montana crop situation and availability (in this case wheat) and team members are keenly interested in numbers. Everything from the last 10 years of US hard red winter wheat exports to US current crop conditions, to Montana stats such as wheat and barley planted area. A team may be comprised of procurement managers, product development or quality control. Sometimes general managers of a plant or even a vice president of a company will be visiting. They’ll ask questions pertaining to their business and most of them are intently concerned with a grain supply that is consistent in quality and supply.
This summer’s teams have been exposed to the traditional highlights including farm visits and elevator tours. When we are in Bozeman, we’ll plan a day at MSU’s plant sciences department and when we are in Great Falls, a stop at the State Grain Lab. These are the foundational elements of a visit. BUT…we are expanding the experience.
Members of the Japanese Mid-Level Team pose for photo with US Wheat, MWBC and EGT
With strong competition from countries like Canada and Australia, plus weak prices and soaring input costs, we are deep-diving into the entire farm process to help Montana wheat stand out. Essentially, we want their experience to be more hearty. We want these customers to understand that growers make their business choices not just for improved yields but also to ensure the very best wheat in the world that makes superior end-use products. As an example, we want them to understand more about the equipment growers use and how it impacts the quality of a crop. We’ve engaged BNSF to present how rail helps with timely shipping and handling to secure grain shipments to the port. We have visited agronomy outlets for in-depth conversations about pesticides or herbicides, or seed treatments. We have introduced milling of organic products to bring a new perspective on Montana’s progressive approach to the wheat industry. We have even introduced food barley into the conversation, in case a miller might be considering new grains to develop new products.
Using this strategy, we have kept teams extremely busy this summer. A Japanese mid-level management team arrived in early July with stops at the State Grain Lab, a shuttle elevator, farm visits and a crop nutrition company. They drove to Washington after their time here, so we made sure they stopped in St. Regis for a huckleberry milkshake! In later July, a South Korean team flew into Bozeman. This ambitious group enjoyed a full first day exploring MSU including presentations by our spring and winter wheat breeders, entomology, MSU Foundation Seed and our barley breeder. They toured the greenhouses, cereal quality lab and the Post Farm where they had a chance to see the new plot combine (purchased in part by MWBC last year). They finished the day with farm visits in Three Forks and Bozeman. Per the team’s request, we took them through Yellowstone National Park for a 17 hour (yes, 17!) day experiencing all that Yellowstone has to show for itself. I think it was a tossup of favorites between Old Faithful erupting (we arrived with just four minutes to spare) and seeing buffalo and elk.
MSU Spring Wheat Breeder Jason Cook shows off first generation plants in the greenhouse
The first part of August brought a Southeast Asia team, the third of the US Wheat-sponsored missions. This was an exciting group because buyers Vietnam and Indonesia were participants, along with longtime customers Thailand and the Philippines. Arriving in Great Falls, we had two full days with this group. Our first day covered the Great Falls region with the State Grain Lab, a mill tour, a small bakery visit, an elevator tour including witnessing massive outdoor grain pile builds, and a farm visit with combine rides. Day two took us to the Judith Basin, with more farm visits viewing equipment and seeing a shop setup as weather was not cooperating, and witnessing hail on the ground which they had never seen; an elevator tour; an agronomy input retailer; and a presentation by BNSF.
Southeast Asia team members hear from Perry Johnston of CHS Big Sky
In each of these visits, MWBC Executive Director Kent Kupfner provides an opening welcome and thorough presentation to begin the experience. This communication is a saturation of all statistics related to US wheat (or barley), Montana wheat specifics and MWBC operations. Buyers love the data. This year we added a two-minute welcome video to prepare our guests for the beauty of Montana and as a way to excite them for the experience they are about to receive.
One of the most valuable interactions for these customers is always the farm visits. We are blessed with generous farmers wherever we travel. Even during the thick of harvest, they are willing to stop a machine and visit about their operation. The additional feature that is very important to their stay is the meals. New this year, we are weaving in more Montana-raised products into the ingredients or menu while looking for Montana-original locations. In Bozeman recently, we chose Farmer’s Daughters for a luncheon as these owners are daughters of retired farmer Dean Folkvord of Three Forks. In Great Falls, we have a lovely atmosphere for dinner at Annie’s Taphouse. Annie–a tough, lone female–was the first woman to take part in the homestead act of Montana and she is the great grandmother to owner Dan Morano. At Annie’s, customers can enjoy a wide range of Montana and international brews while they dine, hosted in a private back room “Whispering Petals.” For our Southeast Asia team, Enbar treated guests to a superb menu of either Montana-raised beef or chicken along with salad, vegetables and even dessert totally produced in Big Sky Country.
While hosting trade teams does come with challenges on occasion (it’s always difficult when the airlines lose luggage of our guests!), it is a most-rewarding experience seeing our customers’ faces after they step off of a combine or see the vast number of plots at a field station. The day before writing this blog we entertained a private South Korean company. We learned some key pieces of information we can share with our MSU community while potentially fostering new business and added demand for Montana cereal grains. It was certainly meaningful — so maybe it’s hearty too?
If you are interested in being involved in MWBC trade team visits, please reach out to me at 406-604-7592.