a tale of two continents: report from the africa-europe board team
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A Tale of Two Continents: Report from the Africa-Europe Board Team. Jason Scott Maryland Grain Producers Utilization Board Brent Robertson Nebraska Wheat Board. Overview. Meet the Team Country Overview, Meetings & Lessons Learned Nigeria & Ghana – Jason Scott - PowerPoint PPT PresentationTRANSCRIPT
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A Tale of Two Continents:Report from the Africa-Europe Board Team
Jason ScottMaryland Grain Producers Utilization Board
Brent RobertsonNebraska Wheat Board
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Overview• Meet the Team
• Country Overview, Meetings & Lessons Learned
– Nigeria & Ghana – Jason Scott
– Spain & Italy – Brent Robertson
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The Team
Left to Right: Jason Scott (Maryland), Julia Debes (USW), Brent Robertson (Nebraska), Larry Hunn (California)
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Nigeria
• Prior to 2013/14, largest importer of HRW seven years running
• Behind only Southeast Asia in per capita consumption of instant noodles
HRW SRW HRS White Durum Total0.0
500.0
1,000.0
1,500.0
2,000.0
2,500.0
3,000.0
3,500.0
4,000.0
Five-Year Average Sales 2013/14 to Date
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Nigeria• Relationship based market• West Africa is a huge growth
market• Need FAS to maintain a strong
presence – moving to Ghana• Challenges – Government,
Turkish Flour, Training, Cassava issue
• Opportunities/Strengths – pasta/instant noodles, vertical integration, growth market
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Ghana
• Rapidly expanding market for bread and instant noodles
• Small-sized bakers = big competition for mills AND origins
• Strong Canadian preference
HRW SRW HRS White Durum Total0.05.0
10.015.020.025.030.035.040.045.050.0
Five-Year Average Sales 2013/14 to Date
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Ghana• FAS presence very strong
= Kurt Seifarth• Small bakers who do not
change their recipe and also do not always use a standard recipe
• Consistency is key• Challenges – Monetary
policy, maintaining consistency
• Opportunities/Strengths – pasta/instant noodles, vertical integration
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African Lessons Learned• Nigeria and Ghana are very similar markets
although Ghana is much smaller in terms of total market size.
• USW staff has great relationships and were very impressive throughout the trip.
• New Ag Attaché will be an asset. • FAS move to Ghana may hinder relationships
in Nigeria• Cassava issue seems to be a non issue• Vertical integration will continue in both
markets
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Spain
• 99% of mills are family owned• Flat consumption = milling over-capacity• Uses HRS for high quality artisan products
HRW SRW HRS White Durum Total0.0
50.0
100.0
150.0
200.0
250.0
300.0
350.0
400.0
Five-Year Average Sales 2013/14 to Date
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Spain
• Because of over-capacity, mills have to diversify
• Increase in frozen dough and artisan breads good for HRS
• Would purchase SRW if duty was lifted for low & med protein wheat
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Italy
• Pasta, pasta, pasta + pandora and panettone• Quality = most important parameter• All mills in Italy are family owned
HRW SRW HRS White Durum Total0.0
100.0
200.0
300.0
400.0
500.0
600.0
Five-Year Average Sales 2013/14 to Date
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Italy - Meetings
• Millers adding lots of vital gluten = price!• Sustainability increasingly important• Barilla – looking for improvement in protein
quality for northern durum
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European Lessons Learned
• Millers are looking for how to specialize– Bigger is not necessarily better– Adding in specialty ingredients
• Sustainability measures increasingly important for millers– Water– even though cooking pasta is highest impact!– Mixed messages on biotech
Barilla
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Questions?
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Thank You!