Amarillo, Texas
December 27, 2005
Texas wheat producers hope to cash
in on the saying "it's good, and it's good for you" by branding
a better tortilla.
Branding flour tortillas made with Texas wheat is an effort that
could put more dollars in producers' pockets and meet consumer
needs at the same time, said a
Texas Agricultural
Experiment Station researcher.
Improving wheat quality and products is about more than just
tortillas, but tortillas can be a springboard, said Dr. Jackie
Rudd, Experiment Station state wheat breeder here.
Tortillas have moved mainstream. The flatbread once considered
an Hispanic specialty item now is often substituted for more
traditional American breads, reported the Tortilla Industry
Association.
Tortillas, and related products including tortilla chips,
tostadas and taco shells, comprised the record-breaking $6.1
billion tortilla industry in 2005, according to an association
market study.
Developing a whole-wheat tortilla with the texture and taste
consumers desire is only one possibility for researchers in
Texas, Rudd said.
The Texas Small Grains Advisory Committee, consisting of members
from the Experiment Station, Texas Cooperative Extension, Texas
Wheat Producers Board and the commercial industry, is looking
for ways to promote quality wheat.
The committee's goal is to have two Centers for Excellence, one
in Amarillo and one in College Station, which will focus on
improving quality, Rudd said.
Research on wheats aimed at the traditional bread industry is
further ahead than that on wheat varieties bred for tortillas
and other such products, he said.
"This group recognizes that the ethnic food market is growing
rapidly in the United States and that's where more of our
research and marketing efforts need to be concentrated," Rudd
said.
There's a need to create a functional, value-added product that
meets consumers' needs, said Rachel Myers, Texas Wheat Producers
Board vice president and director of producer and legislative
affairs.
In the near future, Myers said she hopes Texas wheat producers
will be able to market wheat with specific attributes, such as
enhanced nutrition, extended shelf life or gluten-free
properties.
"I believe we must put added focus on the tortilla industry in
our state and Latin America, but we should not limit our product
selection and research in any way," she said. "There are
thousands of customers with differing needs, and we must be able
to meet those needs in order to remain competitive."
Determining customer needs is the next step, Rudd said. This
spring, teams will talk to millers, bakers, tortilla
manufacturers and other customers about what it will take to get
them to use more Texas wheat, he said.
"What would the value of branding be to them? Would it be
valuable to them to sell something with the Texas-certified
label?" Rudd said. "We need to know if they can get more for
their product and allow some of that added profit to be passed
on to the producer."
Texas annually plants between 6 and 8 million acres of wheat and
harvests approximately 80 million to 120 million bushels, said
David Worrall, committee member with AgriPro Wheat in Vernon.
Most is hard red winter wheat used primarily for leavened pan
bread products, Worrall said.
But tortillas are being used more as a substitute for these
bread products, even in the food service industry. According to
the Tortilla Foodservice Usage Study conducted by the VNU
Foodservice Network Research Service, 62 percent of commercial
and non-commercial businesses reported using prepared tortilla
products.
Wraps and soft tacos were reported to be the most popular use of
flour tortillas. Low-carb, flavored and sandwich wraps top the
list of new products recently adopted by foodservice operators.
"We want to do a better job of marketing what we have and
capture more value throughout the whole process for the wheat
industry," Rudd said.
"We have such a wide diversity of growing conditions in Texas
with varying quality," he said. "Through quality identification
and grain segregation, we want to match specific qualities with
specific products or manufacturing processes.
"For example, grain that has quality characteristics for pan
bread should be used for that purpose and grain with the best
quality for tortilla manufacturing should be used for that,"
Rudd said.
About 80 percent of Texas-grown wheat is exported, Rudd said.
The idea is to increase the value of this wheat by marketing
products both domestically and in foreign markets, rather than
dealing in just raw product, he said.
"There's no reason we can't export Texas tortillas to Mexico,"
Rudd said.
To get there, he said, a quality lab is needed to determine what
characteristics best meet the needs of the tortilla industry and
this has to be combined with the marketing tool.
Technology also is needed to tag the wheat in the field and
allow traceability of that wheat from the testing stage to
shipping, allowing the customer to request specific qualities,
Rudd said.
Using the Texas Cereal Quality Lab in College Station to
research new wheat products and creating a Texas Wheat
Commercialization Center to help with future marketing are
needed, Rudd said.
To help fund this Texas-branded tortilla product, the committee
is applying for grant money from the Emerging Technology Fund
set up by Gov.
Rick Perry. The program has $200 million designated to promote
the use of new technology in Texas, Rudd said.
"The Governor's Emerging Technology Fund requires that a
partnership be developed between research institutions and
private industry to generate additional income in Texas within
two to three years, due to expanded business, added value or
more jobs," said Dr. Don Robinson, Small Grains Advisory
Committee chair.
"Increased income that is shared throughout the wheat industry
would be especially beneficial to rural Texans, since wheat is
the most widely grown crop in the state and is a major component
of rural economies,"
Robinson said. |