Washington wheat is a rising favorite for southern neighbor's soft white market
By Jake Liening
While Mexico was the No. 1 importer of U.S. wheat overall in the 2023-24 marketing year, it has historically leaned towards red wheat varieties over white wheat, largely due to the relationship that proximity and price have. Mexico is geographically closer to the consolidation point, and this proximity allows for lower transportation costs, making it a more competitive option for buyers in Mexico. From 2017 to 2024, Mexico’s total purchases of U.S. soft white (SW) wheat amounted to 11.06 million bushels (301,000 metric tons (MT)), with a five-year average of 1.32 million bushels (36,000 MT). In contrast, its five-year averages for red wheat are significantly higher. For hard red winter wheat, its five-year average is 72.05 million bushels (1.96 million metric tons), hard red spring wheat is 25.1 million bushels (683,000 MT), soft red winter wheat is 32.11 million bushels (874,000 MT).
The current 2024-25 marketing year, however, has seen a remarkable shift. As of Dec. 26, 2024, Mexico had purchased 2.9 million bushels (79,000 MT) of SW — compared to its 183,000 bushels (5,000 MT) total for 2023-24. This year’s sales have already surpassed the country’s five-year average by more than double, positioning Mexico to set a recent memory record for SW purchases with four months Meeting Mexico’s market needs remaining in the marketing year if this sales pace continues.
A shift driven by price and promotion
Several factors have contributed to this significant uptick in SW imports. Last year, high SW prices limited Mexico’s purchases. With prices now at more competitive levels, Mexican buyers are finding SW a more attractive option. This return to more favorable pricing has normalized purchasing behavior, paving the way for a surge in demand. Another key factor has been the proactive promotion of SW wheat by U.S. Wheat Associates (USW) and its Mexico City office.
“We’ve been working to promote soft white wheat through various activities, including the 2023 trade team to Idaho, annual (crop quality) seminars sharing soft white wheat quality and pricing, and other technically driven work on end products,” said Stephanie Bryant-Erdmann, assistant regional director for USW in Mexico City. These efforts have been instrumental in building awareness of SW’s quality and versatility among Mexican millers and food producers.
Mexico’s robust cookie and cracker industries rely heavily on consistent, high-performing flour. SW meets these specific production requirements and aligns with the country’s increasing emphasis on high-quality end-use products. Mexico is home to Grupo Bimbo, the world’s largest baking company, headquartered in Mexico City.
Additionally, SW’s unique milling properties make it particularly well-suited for use in cookies, crackers, and other baked goods, all of which are staples in the Mexican diet. By addressing this demand with a targeted strategy, USW has ensured that SW remains top-of-mind for Mexico’s millers and food producers.
Long-term implications
The 2024-25 marketing year may represent a turning point in Mexico’s relationship with U.S. white wheat. While historically considered a niche market for white wheat, Mexico’s strong buying behavior this year could signal a shift in its long-term demand. If Mexico continues to expand its use of white wheat, this market could develop into a significant growth area for Washington’s wheat growers.
The success of USW’s promotional efforts underscores the importance of sustained engagement with foreign markets. Washington grower dollars and commissioner participation directly contribute to USW’s ability to combine technical education, trade missions, and direct outreach for consistent customer support, which prepares our buyers to take advantage when competitive pricing opportunities arise.
Mexico’s surge in SW purchases this year reflects many variables, including the impact of strategic market development and competitive pricing. With its robust baking industry and a renewed focus on quality, Mexico could become a consistent and growing market for U.S. SW in the years to come.
This article originally appeared in the February 2025 issue of Wheat Life Magazine.
Jake Liening
Market Development Specialist, Washington Grain Commission
USW Vice President of Communications Steve Mercer and WGC Director of Communication Lori Maricle contributed to this article.