US Wheat Associates Focuses on Quality Over Price in Key Markets

USW Vice President Brian Liedl recently discussed his first year at U.S. Wheat Associates (USW) on the 'Wheat's On Your Mind?' podcast with Kansas Wheat CEO Justin Gilpin and host Aaron Harries.

Liedl, who joined USW in July 2025 after two decades of experience in wheat merchandising, logistics, and international grain trading, said the strong export demand in his first year was supported by a large, high-quality U.S. wheat crop and competitive prices.

The challenge now is to focus on converting buyers attracted by competitive prices into consistent, loyal customers, Liedl emphasized, adding that USW's priority is supporting customers in key markets such as Mexico, Nigeria, and Southeast Asia.

Liedl noted that while price remains central in conversations and decisions for both U.S. wheat customers and growers, USW is committed to shifting discussions from price to how the organization can support customers and ensure they're getting a better margin, not just a lower price.