Author: Sam Anderson
For the last few years, virtual trade team events increased significantly. The Montana Wheat and Barley Committee (MWBC) staff found adapting to the virtual setting a critical direction for market development. Our reach over the 2020-2023 time saw dramatic increases in participation. MWBC developed virtual crop update events, new website, virtual experiences, videos, transparent crop update newsletters, weekly news articles and crop quality dashboards. This expanded reach has grown interactions and shown a desire for our customers to come see our beautiful state with high-quality crops.
Has Covid-19 finally cooled down on the international scale? All signs are pointing to yes for the MWBC as international buyers eagerly schedule visits for the 2023 season. We have had several visitors already with our summer schedule filling up quickly. I am projecting this summer to exceed pre-covid visitors’ volumes.
The increased virtual presence has a lot to do with this increased interest in trade team visits. Our team is focused on reaching buyers on both levels. Our top buyers have been consistently looking for Montana to feed their population for several decades. They’re decisions are based on two things, quality, and relationships. Providing transparent crop quality information throughout the year in a virtual setting with relationship building visits during the growing season has been the key target for market development.
As the market development director, I am overly excited to see the fruits of our labor. Adapting to the changing international environment has been a key target. Those efforts are seeing huge success, and it is clear to the committee that looking ahead is critically important to our mission.
We still have some availability this summer, please contact us, sign up for our newsletter, and visit our site frequently . It’s all hands on deck this growing season, the staff and board members will be particularly busy this summer. We are very excited to slingshot this gained interest to increased purchases of wheat and barley.