An Australian barley industry mission to China has been enthusiastically received by Chinese customers eager to connect with Australia’s barley supply chain and receive up-to-date technical support and information.
Thanks to investment from the National Foundation for Australia-China Relations (NFACR), AEGIC led a delegation to some of China’s largest cities – Beijing, Shanghai, and Guangzhou – to deliver two major seminars and deepen connections with a range of malting and brewing industry organisations.
The group comprised AEGIC market experts Mary Raynes and Chris Carter; Australian barley grower Simon Tickner, Australian malting barley expert Trevor Perryman, and Australia’s barley breeding industry, represented by InterGrain’s David Moody and Seednet’s Simon Crane.
The delegation visited industry organisations in Beijing and visited numerous malting and brewing companies across eastern and southern China. A common sentiment was how much companies appreciate the Australian barley industry’s efforts to strengthen relationships and provide technical support for mutual benefit.
This photo is a great demonstration of the impact of AEGIC’s work and how we make connections across the supply chain, from grower to customer.
Strengthening connections across the barley supply chain (L-R): Breeder (InterGrain’s David Moody) and grower (Simon Tickner), with a buyer, maltster and brewer from the Chinese industry. Location: Supertime, one of the largest malting houses in southern China.
Visiting malting houses in Yangcheng City.
Yancheng CityAEGIC’s Australian barley technical seminars in Shanghai and Guangzhou were highly successful. Collectively over 60% of China’s malting industry attended the Guangzhou seminar alone.
With content tailored to the technical needs of Chinese maltsters, brewers and barley traders, the seminars sparked lively and positive discussions among the highly engaged audience. Feedback suggested this was the most engaged audience we have seen in China to date.
Technical support and information from the Australian barley industry is highly appreciated by Chinese customers and increases the likelihood they will choose grain from Australia.
AEGIC’s seminars, supported by NFACR, were a collaboration across the Australian barley industry and Chinese trade and featured insights and commentary from:
- David Warner: Deputy Consul-General, Shanghai
- Adam Clancy, Deputy Consul-General, Guangzhou
- Mary Raynes: Markets Manger – Lead AEGIC
- David Moody, Senior Barley Breeder, InterGrain.
- Simon Crane, National Manager Seednet, Australia
- Trevor Perryman, Consultant to AEGIC
- Simon Tickner: Barley grower, Victoria, Australia Yellow Grain
- David Cui, General Manager Grain Corp, China
- Jiuming Zhang, Procurement and Logistics Director, Malteurop, China
- Ms Hattie Zhang, Viterra, China
- Mr Jack Wang, Director, Xingze Malt, Dalian
- Mr Jianqin HAO, Deputy Secretary General of the Beer Raw Materials Professional Committee of CADA
With NFACR’s investment, AEGIC will also host a 10-day industry delegation to Australia from China to showcase the Australian barley supply chain and deliver market briefings to Australian growers aimed at building China literacy and capability, among other activities.
China is an important market for Australian barley. Chinese customers choose Australian barley because of its quality and performance for malting and beer brewing, as well as animal feed and the growing distilling industry.
While the China barley market was closed, AEGIC continued to support Chinese customers with information on new varieties, accreditation developments and industry updates to help maintain relationships and prepare for Australian barley to smoothly re-enter the market, should the market reopen. In our conversations with the Chinese Alcoholic Drinks Association and maltsters, this work was recognised and appreciated.
Trade resumed when tariffs were removed in August 2023, and by the end of that year, Australia exported at an unprecedent pace nearly 3 million tonnes of barley worth $1.2 billion to China.
AGIC Asia 2024: Jakarta and Shanghai
The highly successful Australian Grains Industry Conferences in Jakarta and Shanghai during March featured AEGIC’s insights on Australian oats for health, Australian soft wheat for cakes and cookies, and the benefits of Australian grains for animal feed.
AGIC Asia, presented by Grain Trade Australia, is a fantastic annual opportunity for the Australian grains industry to present a united front to customers in our most important export region about the benefits of sourcing grain from Australia.
AEGIC’s presentations were delivered in collaboration with Grains Australia under the theme “maximising the value of Australian grain”.
Accessing health benefits of oats in our daily diets
Dr Sabori Mitra: Senior Research Scientists – Oats
Sabori is a leading oat research scientist and a key part of the team that developed AEGIC’s 100% whole grain oat noodles and oat “rice” products.
Sabori’s insights at AGIC Jakarta were tailored towards the Indonesian market where health and wellbeing are an emerging issue.
Key messages:
- Health issues such as diabetes and heart disease are increasing in Asia.
- Australian oats are high quality, clean and very healthy.
- AEGIC product innovation will help consumers eat more oats.
Read full presentation: Accessing health benefits of oats in our daily diets
Soft wheat opportunities
Dr Siem Siah: Senior Research Scientist
AEGIC analysis determined that soft wheat demand will grow strongly in the coming years. The annual growth rate in South East Asia for cakes and biscuits is twice that of noodles, which is what Australian wheat is typically mostly used for.
Responding to this opportunity, AEGIC began working with growers, breeders and other industry stakeholders to support a potential new Australian soft wheat industry.
Dr Siem Siah leads AEGIC’s soft wheat research and delivered her insights at both AGIC Jakarta and AGIC Shanghai on the benefits of Australian soft wheat for Asian markets.
Key messages:
- Asian demand for cakes and cookies is increasing.
- AEGIC is the interface between the market and the Australian breeding programs.
- Australian soft wheat may be a good option in the medium to long term
Read full presentation: Soft wheat opportunities
Australian feed grains in Chinese swine rations
Dr Megan Edwards: animal nutrition consultant
Dr Megan Edwards is a well-respected feed nutrition expert who delivers practical information on how to maximise the value of feed grains on behalf of AEGIC.
Key messages
- Australian feed grains have many benefits:
- Clean, nutritious alternative starch and protein sources.
- Excellent growing conditions, and quality control.
Australian barley, lupins and faba beans bring additional functional value to assist Chinese producers to produce healthier more productive pigs.
Read full presentation: Maximising value of Australian feed grains in Chinese swine rations.
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AEGIC is an initiative of the Western Australian State Government and Grains Australia.