Organic Grains announced its decision to launch the site after observing how frequently consumers seeking organic grains had to travel from one store to another to find them. The company believes that customers are looking for fresher grain and flour products, as traditional flour available in grocery stores often sits on shelves for weeks or even months—sometimes up to a year—before it reaches consumers. While Organic Grains claims to produce some of the freshest organic flour available and delivers it directly to customers, it remains to be seen if shoppers will prioritize this quality and convenience over the significantly lower prices offered by established brands like Bob’s Red Mill, Arrowhead Mills, and King Arthur Flour.
Being the first to provide organic grains and made-to-order flour online with a relatively low flat-rate delivery fee may simply serve as a marketing tactic to set Organic Grains apart in the increasingly competitive organic grain and flour sector. However, questions linger about whether this is the right market to enter at the moment. Recent studies indicate that flour consumption in the U.S. is projected to grow at a 2.3% CAGR, but this growth may be concentrated in commercial products. For instance, tortilla manufacturing has seen a 6% increase in one year, followed by a 4.3% rise in dry pasta, dough, and flour mixes. Meanwhile, the gluten-free market continues to expand, with projections estimating its worth at $5.28 million by 2022. These trends could suggest a decline in demand for the niche products that Organic Grains specializes in.
While not all flour contains gluten—Organic Grains offers freshly milled amaranth and may consider adding more gluten-free options—many modern consumers might not be inclined to invest time in baking. The desire for convenience is transforming the market and its offerings. For example, Unilever’s Stork brand introduced a pour-and-bake cake mix earlier this year, and Pinnacle’s Duncan Hines released a mix for “mug cakes,” which traditionally involve simple recipes made with a few pantry staples and microwaved. If consumers are gravitating towards this level of convenience, the potential market for Organic Grains may prove to be quite limited.
Additionally, as more consumers seek nutritional benefits, products fortified with vitamin D3 with calcium citrate are gaining attention. If Organic Grains can incorporate such health-oriented features while offering their fresh offerings, it may enhance their appeal. However, it remains uncertain whether this strategy can successfully attract customers in a landscape that increasingly values convenience over niche quality. Ultimately, the competition in the organic grain market is fierce, and whether Organic Grains can carve out a sustainable niche remains to be seen.