Building & Maintaining a Strong Grain Culture

Every industry goes through difficult times. However, challenges are important and often lead us to ask the right questions: Why are we doing it this way? Is there a different path or process we could implement to be successful? Can we adjust?

In the process of reevaluating our efforts, we will need to address those questions to create a new set of strategies that will allow us to act and move forward. As a result, we will have the opportunity to “stir things up” to make it work and to be ahead in the marketplace.  

I dare to say; our grain industry is going through some challenges, and, what are we doing to stay relevant and to adjust to satisfy new market needs? Well, allow me to provide you with a few specific examples.

GrainR&D in collaboration with Sossaman Farms from Queen Creek, AZ started a new business model for GRAINS. They have four core objectives, and on their own words they:

1.    "Select: Flavor-driven grain selection, discovery & cultivation.

2.    Grow: Clean, efficient, proven growing practices for unique grains

3.    Clean: Cutting edge, precision grain cleaning with traditional methods

4.    Collaborate: End to end solutions for brewers, distillers, chefs & farmers"

Arizona grows various grains for animal and human consumption. Several local businesses have embraced the availability to bring locally sourced grains into their products and the final consumer - as part of their stories! For example, Hayden Flour Mills that recently won the Good Food Award for their Heritage Grain Crackers, White Sonora Wheat. Or, the Arizona Distilling Co. which utilizes Desert Durum? to make their award-winning Desert Durum Whiskey. 

However, there was a challenge of limited access into those grains (an unmet need):

The need, to offer a service/product for specialty grains, heritage, organic, conventional, etc; to be marketed by variety or by specific quality/flavor characteristics, was there. The specific needs are exactly what GrainR&D now are focusing on: grain selection (of best quality), partnering with farmers to successfully grow these grains, a cleaning and packaging facility, and finally to collaborate with customers who are looking for grains that bring a complete story as part of the Grain Culture. 

Was there a facility and collaborator willing to partner and to offer a service to help sourcing, cleaning, and storing small quantities of grains prior to GrainR&D? Based on their story and what I learned after my visit, No!

Was there a need and demand = opportunity? Absolutely!

One of the most valuable missions of GrainR&D is clearly stated in their four main objectives: COLLABORATE!

I strongly believe that the business model of GrainR&D to select, grow, clean, and collaborate is the future of grains to support our local efforts. The partnership created between the grower and others in the supply chain will bring value and transparency to the consumer. Now, May I ask this question: Is there a need in California for a similar Grain Model? And, is there a demand = opportunity? Absolutely!

I am looking forward to work in collaboration with our industry to build and maintain a strong grain culture; and, to help closing the gap between grain growers and consumers to support the California grain economy. Finally, it is vital to match our distinctive strength with an unmet need, which seems obvious, even though we often do not do this – based on Whitney Johnson’s Book: Disrupt Yourself.

Respectfully,

Claudia Carter