bake - November 2019 - 29

Natalie Faulkner

GRAIN CRAFT
As the third-largest ﬂour miller in the

"Another trend we are seeing impact the

country, Grain Craft is both large enough to

industry is that consumers are savvier with

meet capacity needs but small enough to

food and technology than ever before," she

remain extraordinarily nimble. As customers

says. "Innovation in pairing the two together

adventure into new innovations, Grain Craft

is only growing. This ranges from mobile

works with them to help navigate through

orders at grocery stores, coffee shops and

ingredient challenges.

foodservice establishments to nutrition
tracking apps, food delivery services, meal

"We also listen and partner with our

planning apps that automatically generate a

customers to develop possible opportuni-

grocery list, and quick-watch videos about

ties for growth that are in-line with their

the food and/or the people behind it."

FAST FACTS

strategic plans," says Grain Craft's senior
communication manager Natalie Faulkner,

Consumers seem to be expecting more than

who has more than 15 years experience in

easy foodservice from these technology-

business-to-business marketing.

driven solutions, says Faulkner, who is
responsible for developing, leading and

The expectation of "farm to fork" continues

implementing strategic communication

to be a factor in the future of bakery and

plans across the business to further enhance

foodservice, she points out. This concept

the visibility and strength of Grain Craft.

can encompass many areas such as locally

Consumers are also looking for offerings

grown, artisan-inspired, organic and sustain-

such as nutrition information, food and

able. Food providers are now making stra-

beverage pairing ideas, learning resources,

tegic product innovation decisions on not

and rewards opportunities.

only ingredient and ﬂavor trends but also on
how to embrace these "farm to fork" prac-

"We will continue to supply bakeries with

tices for their speciﬁc products and services.

consistent, high performing ﬂour that they

GRAIN CRAFT

can depend on as they
This concept also includes

experiment with new

telling the story of how their

products," Faulkner says.

product or service meets

"While the ﬂour itself is

the "farm to fork" expecta-

a tried and true ingre-

tion through presentation,

dient, we are continuously

labeling, marketing, and intro-

looking for new oppor-

ducing the consumer to the

tunities and new product

people behind the ingredi-

ideas to support our retail

ents, Faulkner emphasizes. If

and foodservice bakeries

the story meets the consum-

in their endless journey of

er's expectations, there will

innovation. As bakers are

most likely be a strong trust

trying new products, we

from the consumer to the

welcome the opportunity

food and foodservice places

for them to reach out to

that they choose.

our technical team."

Grain Graft's technical team
includes Nick Weigel, vice president of Quality, Regulatory &
Technical Services; Charlie Nave,
director of Technical Services;
and Dave Krishock, bakery
technical support manager. They
work directly with bakery customers as a resource for dough,
baking and process questions.
They also work very closely with
the Grain Craft quality assurance and test lab teams to advise
on new harvest testing. Each
member of this team is highly
seasoned within the industry
and each possesses their own
unique specialties and knowledge for various products. In
addition to field experts, Grain
Craft also has strong teams in
place at every flour mill to support specification variations and
quality assurance.

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bake - November 2019

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