Wheat quality market intelligence: South East Asia

Expanding wheat quality market intelligence: South East Asia

Between 2015–2019, with investment from GRDC, AEGIC developed and delivered a landmark intelligence package detailing South East Asian wheat quality preferences.

AEGIC’s market experts conducted rigorous choice analysis with flour millers and other processors across South East Asia on a range of end-product and flour quality attributes.

The resulting insights gave the Australian industry crucial guidance on how to tailor Australia’s wheat offering to customer preferences.

With investment from Grains Australia, AEGIC is expanding, reviewing and verifying this intelligence to ensure the Australian industry has access to the latest insights.

Complete (March 2025)

• The project was initiated in October 2024. This is an 18-month project investigating wheat quality requirements in SEA markets.
• We traveled to five markets in SEA though November and December, talking to 28 milling companies, and roughly 95 colleagues in these markets.
• We developed survey methods and software for use over the life of the project, and for use in other grain quality projects occurring over the next 24 months.

Scheduled (by June 2025)

• We will finalise the survey methodology and presentation to Grains Australia.
• We will deliver modules for other grain types, allowing simplified rollout of choice modelling surveys to assist in classification discussions.
• We look forward to further travel to SEA for more surveys across an expanded list of products, providing up to date information to commodity councils.

If you would like to know more, please contact us