European wheat futures have jumped 30% in just the past nine weeks.
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It plans to start using wheat from elsewhere in the European Union in some loaves this weekend and will remove the 100% British branding from them.
BBC: Hovis abandons 100% British wheat pledge
The European Union recommended that its members test "soft white wheat, " which accounts for 17% of U.S. wheat exports, for genetically modified grain.
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The European Union imports more than one million metric tons of U.S. wheat each year.
Of that, 80% was soft white wheat, with Spain the biggest importer of that variety, according to the European Commission.
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