AWB's general manager of commodities, Mitch Morison has said that urgent action is needed right across the wheat industry to ensure Australia’s reputation as a quality provider of wheat is protected.
Mr Morison said that all participants in the production chain needed to realise the importance of creating a strong brand for Aussie wheat.
He said that currently, no sector of the supply chain was doing enough in a coordinated manner to protect Australia's market position or to preserve the industry's reputation.
Last year, Asian speakers at the Australian Grains Industry Conference delivered a stern dressing down to the Aussie industry, speaking of a decline in standards in recent times, both in terms of services and raw product, with higher incidences of contamination in the first year of open wheat exports.
"There are an increasing number of signs that the wheat industry in Australia needs greater coordination to protect the Australian wheat brand: ultimately our customers are losing faith," Mr Morison said.
"Customers are increasingly frustrated at the variability in quality they are receiving in each hatch and across different cargoes and containers."
He said it was an issue for the whole of industry.
"Australian farmers and wider industry participants - breeders, traders, storage and handling operators - need to align to some fundamental rules and regulations to protect our industry from slipping down the rankings of preference with our key buyers."
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