Len Heflich is expected to discuss the qualities of flours needed to create the wide range of products manufactured by the American company.

He will also discuss bioengineered organisms from the perspective of the American Bakers Association at the annual meeting held in the Embassy Suites airport hotel, Kansas City, USA.

Other industry leaders scheduled to speak include: Patrick McCluskey, an agricultural marketing specialist with the Grain Inspection, Packers and Stockyards (GIPSA) of the US Department of Agriculture, who will provide an update on the current wheat grading standard reviews process; Dana Peterson, the newly elected chief executive officer of the National Association of Wheat Growers, who will discuss lost acres of wheat production and Darrell Hanavan, executive director of Colorado Wheat, who will present information on the collaboration between public and private breeders.

The event, which will include the WQC's annual review of breeder submitted lines of wheat grown in 2009, runs from 16-18 February.