ARLINGTON, VIRGINIA, US — US Wheat Associates (USW) has promoted Shirley Lu from country director to managing director, China, effective Jan. 1. She will be responsible for planning and implementing public affairs, trade and technical service programs, and managing USW’s regional staff in Beijing and Hong Kong.

Before joining USW in 2012 as a marketing specialist, Lu gained 12 years of experience as a wheat buyer for a trading company and a major mill, building on her professional knowledge to localize the full scope of USW’s export market development programming. In 2018, she was promoted to country director, China. A native of Wuzhou, Guangxi, Lu earned a bachelor’s degree in economics from Beijing International Studies University.

Lu will serve in her new position from USW’s Hong Kong regional office. Her promotion takes effect following the retirement of Jeff Coey, regional vice president, on Dec. 31.

“My work promoting US wheat in China has given me challenges and a sense of common cause with my colleagues, building on the excellent reputation set by our predecessors over many years,” Lu said. “To carry on that work in China will be an important mission for me and the team.” 

Under its membership in the World Trade Organization (WTO), China has met or exceeded a wheat import tariff rate quota of 9.6 million tonnes over the past four marketing years, USW said. In marketing year 2023-24 that ended May 31, commercial sales of four US wheat classes to China exceeded 2.11 million tonnes. 

The volume of US wheat sales varies annually, so keeping China’s state trading enterprise and private flour millers informed about US price, quality, and value is USW’s primary promotional strategy in the market.

“Promoting and maintaining a competitive edge for US wheat to take advantage of opportunities in China is very important, and Shirley has earned this leadership position,” said Mike Spier, vice president of overseas operations for USW. “She is highly professional with extensive industry experience and strong relationships with customers and partner organizations. Jeff Coey and I know that she will provide a steady hand guiding the future direction of USW programs in China.”