Wheat Associates (USW), Brian Liedl is focused on customer retention and opportunities for growth. It was a major U.S. wheat market for many years until Black Sea exports became more price-competitive 15 years ago. “So no matter what the price of a bushel of wheat does, their customers are going to come with them because the product is better.” Customers value our quality, USW’s service, technical support and assistance to their bakers and end-use customers,” Liedl said. Everything I hear from customers around the world is that their customers are demanding higher quality and better end-use characteristics.