The marketer of choice for Victorian Grain Producers “THE SUPPLY CHAIN” Wheat from Hopetoun to...
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Transcript of The marketer of choice for Victorian Grain Producers “THE SUPPLY CHAIN” Wheat from Hopetoun to...
The marketer of choice for Victorian Grain Producers
“THE SUPPLY CHAIN”
Wheat from Hopetoun to the Asian Market
The marketer of choice for Victorian Grain Producers
Research & Development
Production
Supply Chain
End User
The marketer of choice for Victorian Grain Producers
Quality & Receival Standards
Evolution of product differentiation in Australian wheat
1939: “Fair Average Quality”
1974: APH – AH – ASW – AGP – FEED
2011: Up to 11 market base grades & segregations for wheat
FAQ
Expanding
Extensive
The marketer of choice for Victorian Grain Producers
Quality & Receival standards• PRIME HARD WHEAT
• Australian Prime Hard Wheat growing area
The marketer of choice for Victorian Grain Producers
Quality & Receival standards• PRIME HARD WHEAT
• Minimum protein 13.0%
• Flour suitable for
• Japanese Ramen Style Noodles
• European style pan and hearth breads
• Instant Noodles
The marketer of choice for Victorian Grain Producers
Quality & Receival standards• HARD WHEAT
• Australian Hard Wheat growing area
The marketer of choice for Victorian Grain Producers
Quality & Receival standards• HARD WHEAT
• Minimum protein 11.5%• Flour suitable for
• Middle Eastern Style Flat Breads
• European style pan and hearth breads
• Chinese Style Wontons
• Dumpling Skins
The marketer of choice for Victorian Grain Producers
Quality & Receival standards• PRIME WHITE WHEAT
• Australian Prime White Wheat growing area
The marketer of choice for Victorian Grain Producers
Quality & Receival standards• PRIME WHITE WHEAT
• Minimum protein 10.5%
• Flour suitable for
• Middle Eastern and Indian Style Flat Breads
• Asian Noodles (particularly yellow alkaline noodles)
• Chinese Steam Bread
The marketer of choice for Victorian Grain Producers
Quality & Receival standards• STANDARD WHITE WHEAT
• Australian Standard White Wheat growing area
The marketer of choice for Victorian Grain Producers
Quality & Receival standards• STANDARD WHITE WHEAT
• Minimum protein N/A
• Flour suitable for
• Middle Eastern, Iranian and Indian Style Flat Breads
• Instant Noodles in South East Asia
The marketer of choice for Victorian Grain Producers
Quality & Receival standardsWhat happens to Australian wheat?
Typical Hopetoun area quality profile
The marketer of choice for Victorian Grain Producers
Quality & Receival standards
• Receival standards are focused on customers needs
– Milling quality
– Grain hardness
– Dough strength
– Colour
– Processing ability
The marketer of choice for Victorian Grain Producers
Quality & Receival standards
The marketer of choice for Victorian Grain Producers
Quality & Receival standards
Wheat Classification
• 200+ individual varieties
• Classified into one of the
quality standards
• Same variety can have
different classification for
each state
Trevor Walters 2010 Yitpi Wheat
The marketer of choice for Victorian Grain Producers
Quality & Receival standards
• What is a wheat classification?– The categorisation of a wheat variety into a
commercial type or style – Similar varieties grouped together– Results in a market class or grade– Varieties defined by genetically inherited
characteristics • Kernel size, grain hardness, flour colour, dough
strength, and starch quality are GENETICALLY determined and inherent to individual varieties
The marketer of choice for Victorian Grain Producers
Quality & Receival standards
• What is a wheat classification?– Test weight, screenings, protein
content, moisture content, enzyme activity all influenced by the ENVIRONMENT
• Eg. seed-coat colour, grain hardness, physical dough properties
– Delivers consistent processing performance expected by end-users
The marketer of choice for Victorian Grain Producers
Quality & Receival standards
• Overall Picture
The marketer of choice for Victorian Grain Producers
IN TURN
• Delivery into the system– What happens at the silo?
• Quality Testing
• Grading (label)
• Segregation of quality
The marketer of choice for Victorian Grain Producers
Testing Stand where grain
quality is tested
Quality Segregations
The marketer of choice for Victorian Grain Producers
TESTING
Sampling Protein & Moisture testing
The marketer of choice for Victorian Grain Producers
Testing
Screenings Sieves
The marketer of choice for Victorian Grain Producers
Testing
Impurities Assessment
The marketer of choice for Victorian Grain Producers
Testing Stand where grain
quality is tested
Quality Segregations
Weigh Bridge
Tip off point
Receival Ticket
The marketer of choice for Victorian Grain Producers
Receival Ticket
• Has all relevant receival information– Weight– Receival Specifications
• PRGR – SCRN – MOI – TWT
– Varietal Classification Grade• AH Variety
– Binned Grade• APW
• Assist grower track & market their grain
The marketer of choice for Victorian Grain Producers
Receival Ticket
Quality Information
Weight CalculationGross: Total WeightTare: Empty WeightNett: Delivered Weight
Varietal/Binning Information
The marketer of choice for Victorian Grain Producers
How does the Hopetoun grower sell their grain?
• Sells prior to harvest by contract to buyer– Price based on assumed future &/or estimated– Normally flexible on quality delivered– Delivers directly onto a unique contract number
• Sells at harvest – Cash price at the silo (displayed at testing stand)– Delivers, warehouses then contracts to buyer
• Sells after harvest– Delivers & warehouses the grain– Grower “speculates” the market & sells at their discretion
The marketer of choice for Victorian Grain Producers
What happens after it is sold?• Grain Merchant accumulates the grain
– Quality purchased by buyer or “merchant” to suit the companies sales strategy &/or trading needs/demands
• Position Statement– Quality & volume that is being accumulated is recorded in
“real time” so the Grain Trader can see what he/she owns
• Grain Trader “Trades” the grain– Trader monitors market/s & demand– If quality & volume is known the trader can meet the
demands of the end user & sell them the specific quality for their needs
The marketer of choice for Victorian Grain Producers
OUT TURN• Export Trade – FOB
– Logistics department organise grain movement
– Bulk Vessel• Grain out turned from silo
by road &/or rail• Delivered to port facility
– Quality testing at delivery point
The marketer of choice for Victorian Grain Producers
Out TurnGeelong Terminal Melbourne “ABA” Terminal
The marketer of choice for Victorian Grain Producers
Out Turn
The marketer of choice for Victorian Grain Producers
OUT TURN• Export Trade – DCT
– Logistics department organise grain movement
– Container packing facility• Grain out turned from silo
by road• Delivered to packing
facility– Quality testing at delivery
point
The marketer of choice for Victorian Grain Producers
Out Turn
The marketer of choice for Victorian Grain Producers
Supply Chain = Value Adding