By Jamie Martin
Sub-Saharan Africa continues to emerge as a valuable growth market for U.S. wheat. Rapid population growth, urbanization, and increasing incomes are driving demand for bread, pasta, and other wheat-based foods across the region.
Marketing Year 2025-26 brought strong export results for U.S. wheat suppliers. Shipments to the region rose significantly, with Nigeria showing especially strong growth in wheat purchases. The increase reflects years of market development and customer support efforts.
U.S. Wheat Associates (USW) has focused on helping buyers better understand the benefits of U.S. wheat. Through educational programs, technical workshops, and customer outreach, the organization works to demonstrate how different wheat classes can improve product quality and processing performance.
One important initiative was the Sub-Saharan Africa Wheat Buyers Conference held in Cape Town. The event connected grain buyers with U.S. wheat farmers and industry representatives while creating opportunities for new business relationships.
“There are always ups and downs in a market this size, but our focus is on the long term in this region,” said U.S. Wheat Associates (USW) Regional Director for Sub-Saharan Africa said.
He added, “We stay true to our mission. When it comes to our work, we focus on finding opportunities for U.S. wheat and then showing millers and bakers the advantages of each of our six classes of wheat. That work paid off this past year with increased exports, but here we are in a new Marketing Year, and we are working hard to face challenges and match or exceed what we just accomplished.”
Training programs also played an important role. Baking demonstrations in West Africa highlighted how blends of U.S. wheat can be used to produce quality bakery products. These activities helped increase confidence among millers and bakers and encouraged additional wheat purchases.
The region remains highly competitive, with exporters from several countries supplying wheat at different price levels. To remain competitive, USW emphasizes the value, consistency, and performance advantages of U.S. wheat.
Future programs will focus on expanding knowledge of pasta production, wheat purchasing strategies, and soft wheat applications. These efforts support the growing demand for wheat products among urban consumers.
Photo Credit: istock-ligora
Categories: National