Article

Agriculture and Human Values

, Volume 30, Issue 3, pp 365-378

Commercial bakers and the relocalization of wheat in western Washington State

  • Karen M. HillsAffiliated withNorthwestern Washington Research and Extension Center, Washington State University
  • , Jessica R. GoldbergerAffiliated withDepartment of Crop and Soil Sciences, Washington State University
  • , Stephen S. JonesAffiliated withNorthwestern Washington Research and Extension Center, Washington State University Email author 

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Abstract

Interest is growing in the relocalization of staple crops, including wheat, in western Washington (WWA), a nontraditional wheat-growing area. Commercial bakers are potentially important food chain intermediaries in the case of relocalized wheat production. We conducted a mail survey of commercial bakers in WWA to assess their interest in sourcing wheat/flour from WWA, identify the characteristics of bakeries most likely to purchase wheat/flour from WWA, understand the factors important to bakers in purchasing regionally produced wheat/flour, and identify perceived barriers to making such purchases. Sixty-one percent of survey respondents were interested in purchasing WWA wheat/flour. Bakers who used retail strategies to market their products were more likely to be interested in WWA wheat/flour compared to those not using retail methods. Bakers’ current purchases of Washington wheat/flour were not related to their interest in purchasing WWA flour. The most important factors bakers would consider in purchasing regionally produced wheat/flour were consistency of flour quality, quality of flour, and reliability of supply. Cost was the most frequently mentioned barrier to the purchase of regionally produced wheat/flour. Our results are relevant for other areas attempting to reconnect grain producers, commercial bakers, and consumers in mutually beneficial ways.

Keywords

Commercial bakers Local foods Relocalization Short supply chains Washington State Wheat