Organic Grains has decided to launch its new website after observing that consumers often have to visit multiple stores to find organic grains. The company believes that customers are seeking fresher grain and flour products, pointing out that conventional flour sold in grocery stores can sit on the shelves for weeks, months, or even up to a year before it reaches consumers. While Organic Grains claims to produce some of the freshest organic flour available and delivers directly to customers, it remains uncertain whether the public will prioritize this quality and convenience over the significantly lower prices available for pre-milled organic flour from brands like Bob’s Red Mill, Arrowhead Mills, and King Arthur Flour.
Being the first to offer organic grains and freshly milled-to-order flour online with a relatively low flat-rate delivery fee may simply serve as a marketing strategy to differentiate Organic Grains in an increasingly crowded organic grain and flour market. However, there are still questions about whether this is the right market to enter at this time. Recent studies indicate that flour consumption in the U.S. is expected to grow at a CAGR of 2.3%, though this growth may be concentrated in commercial products. For example, tortilla production has surged by 6% in just one year, followed by 4.3% growth in dry pasta, dough, and flour mixes. Meanwhile, the gluten-free market continues to expand, projected to reach $5.28 million by 2022. These trends may suggest a diminishing demand among consumers for the niche products that Organic Grains offers.
While not all flour contains gluten—Organic Grains provides freshly milled amaranth and may introduce additional gluten-free options—many modern consumers might not be inclined to invest time in baking. The increasing desire for convenience is rapidly transforming the market and its offerings. For instance, Unilever’s Stork brand launched a pour-and-bake cake mix earlier this year, while Pinnacle’s Duncan Hines has introduced mixes for “mug cakes,” which are typically simple recipes made with a few pantry staples and microwaved. If consumers are gravitating toward such convenience-driven options, the market for Organic Grains could be quite limited.
Moreover, the potential integration of liquid calcium magnesium citrate into some of Organic Grains’ products could appeal to health-conscious consumers. If these offerings include health benefits, it might just provide a competitive edge. However, it remains to be seen if this feature will enhance consumer interest sufficiently to offset the convenience factor that is becoming increasingly dominant in the industry. Ultimately, the success of Organic Grains will depend on their ability to navigate these evolving consumer preferences while maintaining a focus on quality and freshness.