HARD-TO-FIND.
HE HAD TO GET CREATIVE.
-- YOU HAD TO GET CREATIVE.
>> THE STORY IS FAMILIAR.
AN IMPENDING STORM OR PANDEMIC.
WHO KNEW THAT ALONG WITH TOILET PAPER AND HAND SANITIZER, WE WOULD BE ASKED IN, WHERE HAS ALL THE FLOWERS GONE?
-- FLOUR GONE?
>> WE NEVER THOUGHT OF OUR PRODUCT AS PARTICULARLY SEXY.
>> WHAT AM I GOING TO DO NEXT?
BAKE.
>> THEY WERE EMAILING AND TEXTING, I CANNOT FIND FLOUR AT THE GROCERY STORE.
>> JAMES BEARD IS ALL ABOUT FLOUR.
HE SEEMED TO BE NINE BAKERIES PROCLAIM.
CHAIN CREATED A WAY TO GIVE HER CUSTOMERS AND EXPERIENCE, WHILE FILLING THE VOID ON STORE SHELVES.
>> WE CAME UP WITH A SERIES.
WE WOULD CREATE A KIT THAT HAD EVERYTHING THAT THEY NEEDED TO pMAKE THE RECIPE.
WE WOULD POST IT OUR INSTAGRAM.
I THINK WE WILL KEEP ON WITH THE PROGRAM BECAUSE IT HAS BEEN FUN AND AWESOME TO SEE 70 PEOPLE GETTING INTO BAKING.
IT IS A WAY TO SHARE WHAT IT IS ALL ABOUT.
>> AS FOR ACTUAL FLOUR, CHAIN SUPPORTS THE EFFORTS OF ONE LOCAL MIDDLE.
ALL -- MILL.
IT BEGAN BECAUSE THEY WANTED TO MAKE A BETTER BAGEL.
>> WE WANTED WHAT WAS GOING INTO THE BAGELED TO BE THE TEST POSSIBLE PRODUCT.
>> PROMOTING A RETURN TO NEW ENGLAND’S ROOT.
>> NEW ENGLAND WAS PERFECT AND IT WAS THE BREADBASKET OF THE COLONIES.
>> THEY BEGAN WITH ONE MILL.
THERE ARE NOW THREE AND A PRODUCTION WAREHOUSE, ALL MADE IN VERMONT STONE MILLS.
>> IT DROPS ABOUT 200 POUNDS HOUR.
THE IDEA BEING THAT WE WANT TO EXTRACT ALL OF THE NUTRIENT.
>> IT IS LIKE AN EGG.
ALTOGETHER, A WHOLE, HEALTHIER WHEAT.
>> THEY ACT THE WAY A COFFEE GRINDER DOES WITH COFFEE.
YOU ARE ACTIVATING ALL THOSE ESSENTIAL OILS.
WHEN PEOPLE TRY OUR FLOUR, IT IS COMPLEX.
IT HAS WONDERFUL AROMAS.
IT IS BECAUSE WE ARE USING A STONE MILL TO ACTIVATE ALL THOSE FLAVORS.
>> IT IS NOT JUST ABOUT BAGELS ANYMORE.
>> WE WANT TO CONNECT IT TO FARMERS.
THE MISSION IS TO BRING BACK THE LOCAL FOOD SYSTEMS THAT HELP US TO BE HEALTHY AND THRIVE.
YOU DO NOT JUST DO IT IN ONE REGION.
>> FOR NOW, THIS LOCAL FLOUR HAS FOUND A FOLLOWING.
>> IT IS SO INCREDIBLY FRESH.
WE USE IT IN OUR BLUEBERRY MUFFIN, BANANA BREAD, OUR BLONDIE AND OUR BRAWNY.
IT HAS A TON OF FLAVOR AND IT IS ALIVE.
IT FEELS ALIVE.
>> THAT IS GOOD NEWS FOR THOSE WITH A SOFT SPOT FOR BRAD AND EIGHT GOODS.
>> THE IMPORTANCE OF -- BREAD AND BAKED GOODS.
>> A LOT OF PEOPLE WHO CANNOT TOLERATE MIGHT HAVE A BETTER CHANCE IF THEY ARE EATING WHOLE-GRAIN FLOURS.
SHAYNA: ANOTHER PIECE OF ADVICE FROM JOANNE, DO NOT LEAVE FLOUR SITTING ON THE COUNTER FOR MONTHS AND MONTHS.
THERE IS A LITTLE BIT OF FAT THAT GETS MAILED INTO THE COLONEL -- KERNEL AND IT CAN GO BAD AFTERTIME.
THE BEST WAY TO STORE FLOUR IS IN THE