Is the market growing for sustainably grown grains and flours in the U.S., including USDA Certified Organic and Regenerative Organic Certified flours? Bakers are increasingly interested in using sustainable flours in their operations, but they face challenges in aligning their principles with purchasing constraints. A new study sheds light on bakers' views on sustainable flour purchasing and the potential ramifications for the industry.
The ground-breaking study published in JAFSCD, “Northeastern bakers’ views on organic and regeneratively certified flours,” authored by Karen Hiniker Simons, delves into bakers’ use of conventional, sustainable, and USDA Certified Organic flour and their views on certifications. The comprehensive study surveyed bakers throughout the Northeastern U.S. and reveals valuable insights into flour preferences, underlying motives for choosing between conventional and sustainable produced flours, and the pivotal role values play in purchasing decisions. The study also explores bakers’ perspectives on customer understanding of the USDA Organic certification and on the newer Regenerative Organic Certified (ROC) label.
The author can be contacted at KSimons@hudsonvarick.com.
KEY FINDINGS
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Preference for Certified Organic whole-wheat flour: Bakeries expressed a preference for, and purchased at a higher rate, certified organic whole-wheat flour over conventional
whole-wheat, especially organic whole-wheat flour from local mills. -
Desire for increased organic purchasing: Budget constraints are a significant factor limiting the use of organic flour among bakers. However, if budgets allowed, a significant majority of bakers expressed a desire to increase their purchases of organic flour.
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Importance of organic certification: Bakers believed that while customers valued the term “organic,” they did not appreciate the importance or fully comprehend the significance of organic certification.
- Interest in Regenerative Organic Certified flour: Most bakers were unaware of the term
“regenerative” and the Regenerative Organic Certified (ROC) label. However, upon learning about ROC’s foundation in the USDA Organic certification, focus on soil health, biodiversity, carbon sequestration, and its inclusion of worker and animal rights, bakers expressed a strong interest in purchasing ROC flour if the quality and price point were competitive with certified organic options. -
Bakers blend organic and conventional flour: The study revealed that bakeries blend
conventional and USDA Certified Organic flour, even though they cannot label the final
product as organic.
RECOMMENDATIONS FOR POLICY, PRACTICE, AND RESEARCH
Research is needed in several areas:
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The factors driving the price difference between conventional, organic, and regeneratively produced grains and flour, and the price premiums bakers and consumers are willing to pay for organic and ROC grains and flours.
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The quality and attributes of conventional versus organic versus regeneratively produced flours, including that produced by small and regional mills versus large mills.
Also needed are research and development of effective communication strategies that educate
on food labeling, the importance of certifications, and the difference between these labels:
local, sustainable, USDA Organic Certified, and Regenerative Organic Certified.
SHARE ON YOUR SOCIALS
Is the market growing for sustainable/organic grains and flours? A new @JAFSCD article
authored by Karen Hiniker Simons, of Hudson Varick Resources, Ltd., investigates bakery use of
local, sustainable, and USDA Organic Certified flours. The study also explores bakers’ views on
the new Regenerative Organic Certified (ROC) label. According to the study, bakers prefer
organic whole-wheat flour to conventional flour, and are finding creative methods to
incorporate more sustainable/organic flour into their operations. Read the full article for free:
https://doi.org/10.5304/jafscd.2023.131.018
Is the market growing for sustainable #local #organic #grains and flours? New research finds
that bakers prefer organic whole-wheat flour to conventional, and bakers are finding creative
methods to incorporate more local flour into their operations. Read @JAFSCD for free:
https://doi.org/10.5304/jafscd.2023.131.018
Is the market growing for sustainable #certifiedorganic flours? New research reveals valuable
insights into flour preferences and underlying motives for choosing between conventional and
organic flours. Read @JAFSCD for free: https://doi.org/10.5304/jafscd.2023.131.018
RE
#Farmliketheworlddependsonit, #regenerativeorganic, #certifiedorganic, #agriculture,
#farming, #ecofarm, #organicagriculture, #savetheplanet, #eatbetterfood, #farmtotable,
#healthysoil, #soilmatters, #soilhealth, #organicflour, #bakingindustry, #bread,
#bakingproduction
Photo above: Six baguettes produced with local flour; photo by the author.
