Prompt Cast
American Wheat's Journey to Southeast Asia
TLDR American wheat made its way to Southeast Asia as part of a Cold War strategy, initially facing challenges with locals perceiving it as tasteless. Through strategic marketing efforts by Roy Chong, American wheat gained popularity in the region, particularly in the Philippines.
Timestamped Summary
00:00
The story of wheat in Southeast Asia is intertwined with a Cold War strategy to sell wheat to new places, leading to the use of wheat in signature items at a major fast food chain from the Philippines.
03:26
The U.S. government used surplus wheat as part of a Cold War strategy to establish new markets and make friends overseas through a food aid program called Food for Peace, leading to American wheat shipments arriving in Southeast Asia.
06:30
American wheat flour arrived in the Philippines as part of a government program, introducing a new taste that was initially perceived as tasteless by locals, prompting American wheat farmers to strategize on how to market their product effectively in foreign markets.
09:22
Roy Chong, a bakery consultant, was recruited by American wheat farmers to promote American wheat in Southeast Asia, where he has spent the last 40 years working in the field.
13:08
Roy Chong's initial efforts to promote American wheat in Southeast Asia in the 1970s faced a significant challenge as mills in the region were predominantly using Australian wheat due to its proximity and faster shipping times.
16:13
Roy Chong promoted soft white wheat from the Pacific Northwest, known for its flaky and tender qualities, to differentiate American wheat from the cheaper Australian wheat, successfully increasing its popularity in Southeast Asia, particularly in the Philippines.
19:09
Roy Chong created and expanded markets for American wheat in Southeast Asia, including consulting on new product lines and troubleshooting factories, leading to its use in popular Filipino fast food chains like Jollibee.
