Pacific Northwest wheat leaders recently traveled to Peru and Chile, two key markets for soft white wheat, to strengthen relationships and better understand local market needs. Representatives from the Washington, Idaho, and Oregon wheat commissions engaged with South American buyers who use soft white wheat in unique ways, including cookies, crackers, and blending it with bread wheat—a contrast to its use in Asian markets. The U.S. Wheat office in South America, supported by PNW wheat farmers, provides training on soft white wheat’s benefits, further enhancing its appeal to regional millers. With Latin America’s growing middle class, wheat leaders see significant market potential and plan to increase outreach efforts to ensure their wheat aligns with local preferences and demands.