Since the wheat market deregulated in 2006 the world of wheat origination and wheat marketing has changed forever. Australia’s premier wheat marketer, AWB, now has to compete for the annual grain crop with other wheat marketers. Leveraging its strengths in terms of global market reach, experience and market knowledge AWB runs advertising in rural newspapers and radio nationally, as the harvest progress with the season. Brand and product advertisements, Graintalk newsletters and Enews, and local level publicity created by Primary helps keepAWB at the forefront of grain marketingand acquisition in Australia.