Notes on Jollibee and the Impact of American Wheat

Introduction to Jollibee

• Fast food chain from The Philippines
• One of the fastest growing restaurant companies globally
• Major offerings include:
• Jolly Spaghetti
  • Wheat noodles with sweet banana ketchup
• Yumburger
• Chickenjoy
  • Fried chicken in crispy wheat-based breading
• Dessert: Peach Mango Pie
• Noteworthy use of wheat in signature items despite The Philippines not being a wheat-producing country.

Wheat's Historical Context

• U.S. wheat surplus in the 1950s due to overproduction
• Cold War context: U.S. wanted to foster international relations
• Food for Peace Program initiated by President Eisenhower
• Massive shipments of wheat and rice to countries in need
• Part aid, part Cold War strategy to create new markets
• Southeast Asia emerged as a target region for American wheat exports

Impact of Wheat Introduction in the Philippines

• Personal anecdotes from Patricio Abinales, who experienced the arrival of American wheat
• Rice shortages made American wheat appealing
• First experience with wheat: tasteless bread
• Not aimed at replacing rice as a staple but introducing wheat to part of the diet
• Potential for American wheat in large emerging markets like Southeast Asia

The Role of Wheat Agents

• Introduction of Roy Chong, a bakery consultant
• Recruiter introduced him to American wheat in the late 1970s in Malaysia
• Role includes teaching local bakers about American wheat and baking techniques
• Roy’s work involved travel across Southeast Asia to promote American wheat and identify markets
• Early challenges: Customers often preferring local Australian wheat
• Distinction: Different types of wheat suited for different products (e.g., crackers, noodles)

Soft White Wheat's Market Strategy

• Soft white wheat from the U.S. known for flaky and tender baked goods
• Emphasized for use in cookies and crackers, appealing to local markets
• Roy educated customers on the unique advantages of U.S. wheat over Australian varieties

Growth of American Wheat in Southeast Asia

• The Philippines emerged as the largest buyer of American wheat
• Demand for American wheat in baked goods, confirming success of wheat promotional efforts
• Roy's ongoing role in sustaining and growing these markets through teaching and workshops
• Example: His workshops have been attended by students from Jollibee, linking back to the fast food chain introduced at the start.

Full Circle Moment

• Enjoying Jollibee food symbolizes how 70 years of wheat diplomacy has culminated in a diverse global economy
• American wheat, originally given away, is now an integral part of popular dishes sold back in the U.S.
• Reflection on globalization and economic relationships through food.