U.S. Wheat Leader Joins USDA TRUMP Mission to Vietnam During Record Export Year

U.S. Wheat Associates (USW) joined the USDA’s Trade Reciprocity for U.S. Manufacturers and Producers (TRUMP) Mission to Vietnam in late March, underscoring ongoing growth in U.S. wheat exports to the Southeast Asian nation.

USW President and CEO Mike Spier joined the mission, which was led by Under Secretary for Trade and Foreign Agricultural Affairs Luke J. Lindberg. Spier conveyed how U.S. Wheat’s on-the-ground engagement has translated into growing U.S. market share and increased use of higher-value U.S. wheat classes in this increasingly competitive market.

“Spending time with Under Secretary Lindberg during the trade mission provided a valuable opportunity to directly highlight USW’s long-standing market development, technical assistance, trade servicing and relationship-building efforts in Vietnam,” Spier said. “This direct engagement with senior USDA leadership helps ensure alignment between policy priorities and commercial realities, reinforces the importance of continued investment in overseas market development and, ultimately, supports increased export demand and improved returns for U.S. wheat farmers.”
U.S. Wheat Captures Rising Demand

Vietnam is an ideal market for these discussions, particularly regarding opportunities for American wheat farmers. Consumption of wheat-based foods continues to expand in Vietnam, supported by economic growth, urbanization and favorable demographic trends. Currently, per-capita wheat consumption is increasing by 6% annually, outpacing other markets in Southeast Asia and signaling significant upside potential for additional U.S. wheat exports. This expansion is particularly visible in the premium baking and fast food sectors — areas where the quality, consistency and functional performance of U.S. wheat provide a clear competitive advantage.

“While competition has intensified for market share in Vietnam, U.S. Wheat has worked to differentiate the end-use value of each of the six classes of U.S. wheat,” Spier noted. “The resulting sustained growth means American wheat farmers are steadily capturing more market share and seeing higher-value market opportunities.”

U.S. wheat exports have nearly doubled in the last 10 years and have increased ninefold in the last 20 years, demonstrating the measurable results delivered by USW’s long-term market development strategies. Commercial U.S. wheat sales to Vietnam have reached a new record in the 2025/2026 marketing year. As of March 19, 2026, Vietnam has purchased 586,000 metric tons (MT) (21.5 million bushels) of U.S. wheat, up 3% from the prior year.
Recognizing Long-Term Partnerships in Vietnam

The success of the deep-rooted partnerships between U.S. wheat farmers and Vietnamese millers that drive these sales was also celebrated during the TRUMP Mission. Tue Vuong, the CEO of Golden Wheat flour mill, was named as one of 11 finalists who were honored in the U.S.-Vietnam Agricultural Hall of Fame. The Agricultural Hall of Fame has been hosted since 2018 by the U.S. Office of Agricultural Affairs, with winners selected based on a combination of quantitative and qualitative criteria, including the annual import volume/value of U.S. products, historic trade growth and growing focus on U.S. products, policy advocacy and support for wider trade initiatives, and promotional and informational support.

“As a second-generation flour miller, Tue Vuong carries forward a legacy built over decades, Spier said. “U.S. Wheat is proud to have worked closely with Tue and with his father to develop and grow the use of high-quality U.S. wheat in Vietnam. His induction into the Agricultural Hall of Fame is well-deserved for his contributions to mutual growth for the Vietnamese flour milling industry and U.S. wheat imports.”