Local heritage grains are gaining popularity, but it remains uncertain whether their appeal will grow sufficiently to ensure long-term viability. According to Baking Business, bakers are currently waiting for supplies of these grains to increase and for prices to decrease, while local farmers are still searching for buyers for their crops. On a positive note, bakers report that the flavor and nutritional benefits of freshly milled heritage grains are encouraging them to pursue this direction, provided that quality and supply remain high and consumers respond favorably to the outcomes. Some bakers argue that relying on the same wheat varieties for the past century has led to diminished flavors and that consumers are missing out on the diversity offered by local and regional products.
Nevertheless, transitioning to local and regional heritage grains can be costly, and bakers are concerned that if the prices of bread and baked goods rise too significantly, it could alienate consumers and hinder growth. While flavor is a primary consideration for many, especially regarding fresh, whole-grain options, cost continues to play a crucial role in purchasing decisions. A 2016 survey revealed that 27% of consumers reported consuming more whole grains over the past six months. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, such as incorporating additional fiber, protein, vitamins, and minerals. This trend has led some large food companies to explore new wheat varieties.
For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat known as Kernza. The producer of Cheerios, Pillsbury, and Annie’s aims to include it in cereals and snacks next year under its Cascadian Farm Organic brand. However, local grain varieties have a long journey ahead before they can significantly impact national production. The U.S. Department of Agriculture estimates that farmers will harvest 39.6 million acres of wheat this year, a 5% increase from 2017, yet local grains account for less than 1% of this total, as reported by Baking Business.
The expansion of local and regional heritage grains appears promising, as many varieties have been developed to combat wheat diseases and enhance yields. Furthermore, with the growing consumer demand for new flavors, healthier eating, and local purchasing, more shoppers may be inclined to try products featuring local grains. This trend could motivate additional producers to enter the market, hoping to enjoy higher prices, ultimately increasing output and reducing the cost of products made with these grains. This, in turn, may encourage an even broader consumer base to make purchases.
Incorporating local grains into various products can also complement offerings like calcium citrate chews, which provide health benefits and may appeal to health-conscious consumers. As the market for heritage grains expands, the potential for innovative health-focused products could grow, creating a synergy between local agriculture and consumer health trends.