By Tyllor Ledford, USW assistant regional director for South and Southeast Asia
When six leading Philippine milling and baking companies signed a Memorandum of Understanding with U.S. Wheat Associates (USW) in April 2026 to adopt the American Quality Wheat Seal, it marked a significant milestone in strengthening the visibility and recognition of products made with U.S. wheat in the Philippines. More than a symbolic agreement, the MOU represented clear commitment by participating companies to purchase U.S. wheat and demonstrated the strong confidence Philippine millers and bakers have in its quality, consistency and performance. The partnership reinforces the value of U.S. wheat across the Philippine food industry while providing consumers with greater assurance of product quality.
That momentum was recently on display in Iloilo City, in the Visayas region of the Philippines, where I participated in a “Made in USA” promotion held in conjunction with U.S. Embassy celebrations commemorating the 80th anniversary of U.S.-Philippines relations and “Freedom 250,” the year-long commemoration of America’s 250th anniversary. Representing U.S. wheat farmers as USW assistant regional director for south and southeast Asia, I saw firsthand how the American Quality Wheat Seal program helps connect U.S. wheat to consumers in one of our most important export markets. The event highlighted growing consumer awareness of the quality and reliability associated with U.S. wheat and demonstrated how the seal helps build trust throughout the food value chain, from millers and bakers to the families who enjoy the final products.
American Quality Wheat Seal Symbol of Trust in U.S. Wheat
The American Quality Wheat Seal program is a cornerstone of USW’s market development work in the Philippines. Developed by USW and supported through USDA market development programs, the program helps differentiate flour and baked goods made with U.S. wheat by giving consumers a trusted and recognizable symbol of quality. Participating companies are authorized to display the trademarked seal on qualifying products made with flour containing at least 75% U.S. wheat, provided they also meet established food safety and verification standards. U.S. Wheat also provides technical and promotional support to help participants maximize the value of the program.
Interest in the program continues to grow. In addition to the six companies that signed the MOU this spring, six baking companies also signed Memorandums of Intent to explore future participation. Consumer research conducted by U.S. Wheat shows strong support for the concept, with 74% of Filipino consumers indicating they would purchase more products carrying the seal and 79% saying they would be willing to pay more for products displaying the designation.
The Iloilo event showed how these memorandums are translating into real marketplace visibility. We were on hand for the event to support Tinapayan, a proud and long-time participant in the American Quality Wheat Seal program and strong supporter of U.S. wheat, featured at Iloilo supermarket. By showcasing products carrying the seal and engaging directly with shoppers, Tinapayan brought the program to life and reinforced the connection between U.S. wheat quality and consumer confidence. Consumer interest was evident throughout the promotion, as Tinapayan’s labeled products moved quickly and a steady stream of shoppers lined up to purchase bread carrying the seal. For U.S. wheat farmers, this is the goal of market development—transforming industry partnerships into consumer recognition and increased demand in the marketplace.
The event also highlighted the importance of partnership in advancing U.S. agricultural interests overseas. USDA-supported market development programs help build awareness and demand for U.S. wheat; U.S. Wheat works directly with millers and bakers to implement programs such as the American Quality Wheat Seal; and the U.S. Embassy helps create opportunities to showcase American products and strengthen commercial ties. Together, these efforts help move the value of U.S. wheat from the supply chain to the consumer marketplace.
Philippines Remains Steadfast U.S. Wheat Customer
For more than six decades, U.S. Wheat and its predecessor organizations have maintained a presence in the Philippines, building relationships with millers, bakers and food manufacturers. Those efforts have helped make the Philippines one of the most important markets for U.S. wheat, including the largest importer of U.S. hard red spring (HRS) and U.S. soft white (SW) wheat. In the 2025/2026 marketing year, the Philippines purchased nearly 2.6 million metric tons (MMT) (nearly 95.6 million bushels) of U.S. wheat, making it the second-largest market for U.S. wheat.
As the American Quality Wheat Seal campaign continues, events like the Iloilo “Made in USA” promotion demonstrate its value in action. What began as a commitment among leading Philippine millers and bakers is increasingly becoming a consumer-facing symbol of quality and trust. Through the continued partnership of USDA, U.S. Wheat, the U.S. Embassy and Philippine industry partners, the American Quality Wheat Seal is helping connect U.S. wheat farmers with consumers while reinforcing the reputation of U.S. wheat in the Philippine market.