On Tuesday, U.S. Wheat Associates rolled out a movie they created, titled “Wholesome: The Journey of U.S. Wheat”. The USW’s Steve Mercer said the 25-minute film will shows how everyone in the export supply system works to maintain the character of American wheat.
“Through this film, the people at every step of the journey to export tell their own stories about how they thoughtfully produce new varieties, care for the land and the crop, and handle the wheat responsively to ensure it meets customer needs. This is an educational program that makes the stunning beauty of the land and the emotional attachment of these dependable people to the industry a key part of the story.”
The film highlights local elevators and export elevators. Mercer said in the future, they will use the film during seminars, courses and trade events and serve as the foundation of new messages.
“In 2020, we celebrated our 40th year operating as U.S. Wheat Associates by telling our authentic story—that behind the world’s most reliable supply of wheat are the world’s most dependable people,” Mercer said. “Functional quality is a crucial part of that reliability and the people play such an important role in maintaining quality, we wanted them to help remind our customers about why U.S. wheat is so valuable.”
USW premiered the film Tuesday on its Facebook page.
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