A Recipe for Success: The Oklahoma Wheat Commission

The Oklahoma Wheat Commission is dedicated to promoting Oklahoma wheat on a local and international level through the development of policy and programs.  We have had the honor of interviewing Commission Director Mike Schulte on the efforts being made to promote the Oklahoma Wheat industry and the importance of wheat-based products in a healthy diet.  As Director, Mr. Schulte has placed an emphasis on promoting and helping local wheat farmers, who are the essence of the state’s wheat industry.

What was it like to transition from being the marketing director to your Executive Director role?

I think the transition was rewarding and yet humbling at the same time.  I have been involved in agriculture my entire life having grown up on a wheat farm.  When I was first given the opportunity to work with the Oklahoma Wheat Commission as the Marketing Director, I really wanted to be a part of promoting and developing a better product for the consumer.  I think as people get further removed from agriculture they forget that farmers take great pride in what they have to offer.  Being in a position to help the farmer move his product through all aspects of the marketing chain has always fascinated me. I always felt when the Executive Director position was available, I would at least try for it.  To go through the interview process and then be selected by the board to serve in a greater capacity I think has been better for me, because it has motivated me more.

Being the Executive Director has also made me more appreciative of the actual producer concerns for the wheat industry on a different level than before.  I always felt like I worked for the wheat producer, but now I have much more dialogue with them on a personal level.  Oklahoma wheat farmers take great pride in what they grow, so when it comes to selling what they have to offer, you have to take great pride in promoting and building relationships with those who are potential buyers.

Could you tell us of your current efforts to promote the Oklahoma Wheat Industry?

At the Oklahoma Wheat Commission we spend a lot of time working with both the foreign and domestic markets to see what needs are important to create better milling and baking qualities.  We also spend a lot of time with cereal chemists and food scientists to see if they can continue to find better technologies to create longer shelf life and greater baking consistencies that allow for better nutritional value. 

A lot of our funding goes to the wheat breeding program at Oklahoma State University. Our state is fortunate because we have one of the most premier wheat breeding programs in the nation and that has been made possible because of the investment from the Oklahoma wheat producer through check-off dollars.   Oklahoma wheat producers like to see the new varieties released from Oklahoma State that have better growing characteristics that allow for them to have better quality wheat to sell.

What efforts are being undertaken to foster personal connections with foreign buyers?

We work a lot with our national organization US Wheat Associates in order to source the product they are looking for in the export market.  Quality is the one word that all buyers are looking for, but in many places continued relationships are important as well.  We have specific trade teams that come to Oklahoma to look at what we have to offer. 

In recent years we have been working a great deal with the Mexican Milling Associations.  Our close proximity to Mexico makes it cost effective for us to ship our product to the millers and bakers located in that country.  We also have been working closely with them to have the wheat available that they like.  It is important to remember that we grow six classes of wheat in the United States. Those classes are Hard Red Winter Wheat, Soft Red Winter Wheat, Hard Red Spring Wheat, Durum, Hard White Wheat and Soft White Wheat.  In Oklahoma we grow Hard Red Winter Wheat, this class is primarily grown in the central United States.  The Hard Red Winter Wheat is mainly used for bread baking and that is what the Mexican market has the most use for.  We also have spent a lot of time fostering relationships with Nigeria, South Africa and Columbia.

What are your thoughts on the importance of wheat-based foods in the healthy diet?

Having the proper amount of whole grains in your diet is especially important.  People sometimes associate carbohydrates with increased weight gain, but having the proper amount of carbohydrates in the body are essential for maintaining good health.  We continue to find scientific evidence that the consumption of whole grains has also been consistently linked with significant decrease in risk factors for cardiovascular disease.  In addition, whole grain consumption is also good for fighting hypertension, diabetes and obesity.  Scientific evidence also suggests that whole grain consumption lowers blood pressure, and they also have nutrients and antioxidants that are important for good health.  The USDA Food Guide Pyramid recommends 6-11 servings of whole grains per day. 

What are your harvest predictions for the wheat harvest of 2010?

I do not like predicting, but I am hopeful that in Oklahoma we will have a successful harvest in the summer of 2010.  We had great planting conditions and good moisture up until the middle of December.  In Northwest areas of the state producers could use moisture, but we still have good prospects in most places. I just hope we continue to get moisture and good weather in the spring that allows for the wheat plant to fill properly so we have large yields statewide.

For more information, visit www.wheat.state.ok.us