Photo credit: U.S. Wheat Associates.
The American Quality Wheat Seal is gaining momentum in the Philippines as U.S. Wheat Associates and industry partners work to strengthen consumer recognition of products made with U.S. wheat.
In April 2026, six Philippine milling and baking companies signed a memorandum of understanding with U.S. Wheat Associates to adopt the American Quality Wheat Seal. The agreement reflected the companies' commitment to purchasing U.S. wheat while promoting products made with U.S. grain. The initiative is intended to increase consumer confidence by highlighting the quality, consistency and performance of U.S. wheat.
The program recently received additional exposure during a Made in USA promotion in Iloilo City, held alongside U.S. Embassy celebrations marking the 80th anniversary of U.S.-Philippines relations and the year-long Freedom 250 commemoration of America's 250th anniversary. The event showcased products carrying the American Quality Wheat Seal and highlighted growing consumer awareness of the designation.
Developed by U.S. Wheat Associates with support from U.S. Department of Agriculture market development programs, the American Quality Wheat Seal identifies flour and baked goods made with flour containing at least 75% U.S. wheat. Participating companies must also meet food safety and product verification standards. U.S. Wheat Associates provides technical and promotional support to participating companies.
Interest in the program continues to expand. Along with the six companies that signed the memorandum of understanding, six additional baking companies signed memorandums of intent to explore future participation.
Consumer research conducted by U.S. Wheat Associates found that 74% of Filipino consumers said they would purchase more products carrying the seal, while 79% indicated they would be willing to pay more for products displaying the designation.
The Iloilo promotion featured Tinapayan, a longtime participant in the American Quality Wheat Seal program. Products displaying the seal attracted strong consumer interest during the event, demonstrating how the program is helping translate industry partnerships into increased marketplace visibility and demand.
The promotion also illustrated the collaboration among U.S. Wheat Associates, the USDA, the U.S. Embassy and Philippine milling and baking companies to increase awareness of U.S. wheat products and strengthen commercial ties between the two countries.
The Philippines has been a key export market for U.S. wheat for more than 60 years. The country is the largest importer of U.S. hard red spring and soft white wheat. During the 2025-26 marketing year, the Philippines purchased nearly 2.6 million metric tons, or about 95.6 million bushels, of U.S. wheat, making it the second-largest export market for U.S. wheat.
As adoption of the American Quality Wheat Seal grows, U.S. Wheat Associates expects the program to continue strengthening recognition of U.S. wheat among Philippine consumers while supporting demand for U.S. wheat exports.
Source: U.S. Wheat Associates, "American Quality Wheat Seal Comes to Life at Philippine “Made in USA” Event"