TWO NEW wheat brands have been launched on Friday (Nov 19), in an attempt to boost the UK export market.

The two brands, called UKP – covering bread wheat varieties and UKS – biscuit wheats, are designed to complement the existing NABIM classification system, the Home-Grown Cereals Authority said.

UKP varieties require a protein content of 11-13%, while UKS wheats need to be in the range 10.5-11.5%.

The brand launch took place at the 44th European Trade Exchange (Nov 18-20) in Paris – the ideal showcase for UK cereals, according to the HGCA‘s Emma Jackson.

“The new brands are designed to make it easier for overseas buyers to buy UK wheat and easier for exporters to sell UK wheat,” she explained.

Farmers will be able to see which varieties fall into each brand on the new Recommended lists, she said.

“This will give farmers more focus in their production and marketing and will add value to the production chain by providing another branding option.”

In agreement, Banks Cargill‘s export director Mike Adams said the new brands should make it easier for overseas buyers to understand what they are buying.

If the UK is to carry on exporting new wheat varieties, it is important they conform to European and North African ideals, he said.

A similar branding system has been used in France for some years, therefore overseas buyers should already be familiar with it, he said.

“The new system will make it easier for overseas buyers to understand what they are buying and it also gives greater understanding in the UK as to what is wanted if we are to maintain markets in the future.”

Increasing the amount of bread wheat planted in the UK is the main aspiration of the new export brands, added Emma Jackson.

“We want to build a reputation and be seen as a serious player in quality wheat markets,” she concluded.

Further details on the two new export brands can be found in next week‘s FARMERS WEEKLY (Nov 26).