Leaders from the Japan Biscuit Association (JBA) visited Washington and Oregon in late September and early October to follow U.S. Western White wheat from the farm through the export supply chain. Organized by U.S. Wheat Associates (USW) with support from the Washington Grain Commission, the visit connected executives from leading Japanese biscuit manufacturers with the farmers, researchers and grain handlers behind a key ingredient in their products.

JBA’s 24 member companies account for about 90% of Japan’s biscuit market. More like a crisp American cookie, the primary ingredient in Japanese biscuits is U.W. Western White wheat, a blend of U.S. soft white (SW) and white club wheat valued for the soft texture it brings to cookies and other confectionery products. This strong reliance on Western White means continued growth in Japan’s biscuit sector can translate directly into greater demand for wheat grown by Pacific Northwest farmers. 

In Washington, the team received a market and crop briefing from the Washington Grain Commission before meeting with breeders at the Washington State University greenhouse and touring the Western Wheat Quality Laboratory. Traveling to Mike Miller’s farm gave the team a firsthand look at the work that goes into growing the wheat crop.  

“We provided them their first look at center pivot irrigation and how we manage the quality of the crop,” Miller said. “We drove them right in through the circle for a hands-on experience. I showed them how we program pivots. They were interested in how we are able to maximize efficiency.”

For Miller, hosting the team also underscored the value of meeting customers face to face.  

“It’s very humbling to have your customers actually come over and ask in-depth questions, and you’re able to give them honest answers,” he said.

Stops at country and river elevators demonstrated how wheat moves reliably and efficiently from inland production areas toward export, while bakery and grocery visits offered a firsthand look at U.S. food products and consumer trends.

The program continued in Portland with briefings from U.S. Wheat and industry partners. The delegation toured an export terminal and the Wheat Marketing Center and Overseas Merchandise Inspection Company (OMIC), where members learned how testing, inspection and quality assurance ensure each shipment of U.S. wheat meets Japanese contract and food safety requirements.

This was the third consecutive JBA executive visit to the Pacific Northwest since the USW Tokyo Office re-established the program in 2024 after a 47-year interval. The firsthand look at the U.S. wheat supply chain gave participants a stronger appreciation for the quality and reliability behind Western White. It also strengthened connections between Pacific Northwest growers and an important market that depends on their wheat for Japan’s premium biscuit industry. 

“As a member of the Biscuit Association, I want to pass down this initiative for generations to come,” said JBA team leader Keisuke Yamasaki, president of Ito Biscuit Co., Ltd. “We hope to give back by expanding the biscuit market in the future.”