" A retail baker cannot charge a premium price without having a superior product, " Santos continues. " The retail baker must move their prices upward to account for recent flour inflation. By using a premium flour that produces superior/consistent product, the customer appreciates and understands there is no substitute for quality- even a higher price point. At General Mills, we will not compromise on the quality or specs which is so important in this type of market. We will always source the highest quality wheat to ensure our customers get best quality flour. " Jeff Yankellow, director of bakery and food services sales at King Arthur Baking, points to the overall marketplace need for consistency. " If I had to nail down one single Bake Magazine Digital Special Report 1 | Volume 3 | bakemag.com thing, there is no doubt for me it's consistency, " he says. " To have accountability and maintain some level of standards you need to dial in your formulas and processes. There will always be some sort of variability in the flour, wheat is a product of our environment, and milling is an art and a science. But using a flour with a tight spec should result in consistent flour from batch to 5 COMPANIONhttp://www.bakemag.com