Photo credit: U.S. Wheat Associates.
Philippine millers and bakers reaffirmed their collaboration with U.S. wheat farmers by signing two agreements with U.S. Wheat Associates (USW) to adopt the American Quality Wheat Seal during the April USDA Agricultural Trade Mission to the Southeast Asian nation.
“The USDA trade mission showcased the success of U.S. Wheat’s work with the Philippine milling and baking industry,” said Mike Spier, USW president and chief executive officer, who participated in the mission. “The strong turnout and commitments made this week helped deepen trade ties and advance the shared goals of quality and innovation.”
Deputy Under Secretary for Trade and Foreign Agricultural Affairs Michelle Bekkering led the overall mission from April 13 to 16, 2026, which included a delegation of 58 U.S. agribusinesses, trade associations and representatives from four state departments of agriculture.
The USW delegation included Spier; Brian Liedl, USW vice president of overseas operations; Joe Bippert, USW regional director for South and Southeast Asia; Jim Pellman, USW chairman and farmer from North Dakota; and Tyllor Ledford, USW assistant regional director for South and Southeast Asia.
The trade mission allowed U.S. Wheat representatives to showcase their long-time work in the Philippines to provide technical assistance and promote wheat foods to consumers. One cornerstone of this work has been the American Quality Seal program, which is a label U.S. Wheat developed to help differentiate flour and baked goods made from U.S. wheat. In a 2020 survey conducted by U.S. Wheat, Filipino consumers indicated a preference for products carrying this label, which they recognize as high quality. Among respondents, 74 percent said they would buy more products bearing the American Quality Wheat Seal, and 79 percent said they would be willing to pay more for them.
Philippine Millers and Bakers Sign MOU with U.S. Wheat
On April 14, six leading baking and milling companies signed a formal Memorandum of Understanding (MOU), formalizing their commitment to adopt the American Quality Wheat Seal in their products. Under the terms of the MOU, the groups agreed that the participants may use the trademarked seal on qualifying products made from flour that has at least 75 percent U.S. wheat. Companies agreed to meeting food safety and verification standards, and U.S. Wheat will provide technical and promotional support.
From the United States, the MOU was signed USW leaders Spier and Pellman and witnessed by Deputy Under Secretary Bekkering and Chargé d’Affaires a.i. Y. Robert Ewing.
Following the main ceremony, an additional group of six Philippine baking companies signed a second Memorandum of Intent (MOI) to establish a framework to work with U.S. Wheat to actively explore adoption of the American Quality Wheat Seal, signaling growing participation in the program and momentum within the baking sector.
“The successful signing ceremony reinforced the confidence that the milling and baking industries in the Philippines have in the quality, consistency and performance of U.S. wheat,” Pellman said. “We are grateful for these opportunities to reaffirm and strengthen collaboration between American wheat farmers and our partners in the Philippines.”
For more than six decades, U.S. Wheat and its legacy organizations have maintained an office in Manila and close relationships with the country’s milling and baking industries. As a result, the Philippines is currently the largest importer of U.S. hard red spring (HRS) and U.S. soft white (SW) wheat in addition to purchasing additional classes such as U.S. hard red winter (HRW) wheat. As of March 19, 2026, the Philippines is the second-largest market for U.S. wheat for the 2025/2026 marketing year, purchasing nearly 2.91 million metric tons (MMT) (nearly 107 million bushels).
“Our work continues to reinforce the advantages of U.S. wheat classes in this competitive market,” Spier said. “As a top market, millers and bakers in the Philippines know they can depend on the consistent quality and performance of U.S. wheat to support their own long-term growth.”
Read more from USW here.