Ask bakery technician Sam Yap if his family ever seeks baking advice from him at home, and you will get a sly chuckle that quickly turns into a laugh. Yap, who joined U.S. Wheat Associates (USW) in June 2024, married his wife in November 2024.
She happens to be a trained pastry chef.
“For me, it is fun that my wife came from this industry – she has changed her role to work in digital marketing, but really, we are both bakers and fans of baking, and of course we both know a lot about baking. We kind of have unwritten rules – I bake bread, she bakes cakes.”
A Baker and a Teacher
But by day, Yap has his mind – and his hands – on both breads and cakes, along with everything else that goes into or comes out of the baking industry. Based in USW’s Singapore Office, Yap supports customers of U.S. wheat across South and Southeast Asia, while also representing hard working wheat farmers in the U.S.
“I’ve always believed that baking is both science and art,” Yap said. “Understanding the science allows us to innovate, while respecting the craft keeps our work meaningful. My role at USW lets me combine both.”
“Sam is a skilled technician with strong potential to build on USW’s long legacy of supporting the advancement of millers and bakers across the region,” said Joe Sowers, USW Regional Vice President for South and Southeast Asia. “He has demonstrated keen interest and ability in leading training programs, helping to drive innovation and improvement within the industry and contributing to increased demand for U.S. wheat classes.”
USW Communications recently caught up with Yap to learn more about his background, his approach to promoting U.S. wheat and what the job of bakery technician entails.
He was lured to the profession by a visit to a bakery
Yap was about 10 years old when he walked into a commercial bakery for the first time. “It amazed me how something as simple as flour made from wheat could turn into so many different types of products, like bread, cookies and cakes,” he explained. “I got curious about the science behind the baking. Over time, I worked in different bakery roles and that firsthand experience taught me how ingredients and process really affect the final product – things like the function of ingredients and how they affect the final product.”
Yap speaks many languages, a bonus to his baking knowledge
Yap first trained in baking at the Shatec Institutes (formerly the Singapore Hotel Association Training and Education Centre), where he developed hands-on skills in pastry and bread production. Wanting to deepen his understanding of the science behind food, he later studied Nutrition and Food Science at Republic Polytechnic in Singapore. He has also completed several courses and certifications across South Asia, further developing his skills and knowledge of breads, pastries, baking with kefir probiotics, and more. Yap is fluent in Mandarin, Bahasa, English, Cantonese and Hakka.
He has spent a lot of time in the industry
Prior to joining USW, Yap had a decade of experience in high-end bakeries and hotels. His experience included five years at Keong Saik Bakery in Singapore, a leading traditional Chinese bakery. As head baker of the bread team, Yap engaged in all aspects of bakery production and management.
Joining USW was a chance to bring it all together
Because he always enjoyed the technical and the educational side of baking, when Yap learned about USW, he was immediately drawn to the organization, especially how its staff is focused on sharing knowledge and helping the customers. There are a variety of tasks on his plate. “Sometimes I will be in the baking lab testing flour,” said Yap. “I might be working on formulations or visiting customers in the region. I might be running courses in Thailand, Bangkok or helping bakers troubleshoot issues like the bread volume or the performance of the flour. I could be preparing to conduct a training session.”
Customers ask a lot of questions, and that is good
“They will ask how U.S. Wheat Associates can help to solve their problems, or sometimes it is more specific, like how they can extend the shelf life of one of their products. I will share information about protein in the wheat they use, and discuss fermentation, gluten strength and other factors that really get into the science of baking. There are so many ways we can help a customer reach their goals by recommending the different classes of U.S. wheat. We not only suggest the class of wheat, but we also explain how to use it and how to get the most out of it to help their business.”
Always Learning, Always Sharing
There are always advancements in the baking industry, so Yap regularly attends seminars and workshops to sharpen his skills. He also learns from his USW colleagues, including retired bakery consultant Roy Chung, and fellow technicians and specialists Ivan Goh and Adrian Redondo. “We learn from each other, whether it be during a course we are presenting or if we are just in a lab or in a kitchen talking about baking science,” Yap said. “Each of us enjoys sharing what we learn, so it’s always a learning experience when we are together.”
Many activities and opportunities for Yap in 2025
Among the USW activities Yap participated in this year are an Extended Shelf Life Course, a Baking Science and Technology Course, and a Contracting for Wheat Value course. Yap also attended the International Baking Industry Expo (IBIE), which took place in Las Vegas in September. It was Yap’s first visit to the U.S. “I was able to attend several of the education sessions, which covered new trends and innovations in bakery technology,” he said. “It was great to see how the industry is advancing and to bring back some ideas that could be valuable for our regional customers.”