Farmer Direct Foods' whole grain flour
The Kansas-based brand – which is at the forefront of regeneratively-grown flour and grain products – has won a listing at Balls Food Stores.
Regenerative agriculture is a movement focused on farming and grazing practices designed to create a more sustainable and resilient food system that can support the long-term health of both the environment and the people who depend on it.
The practices improve soil health, increase crop yields and reduce reliance on synthetic fertilizers and pesticides.
Founded in 2022, Farmer Direct produces whole grain flours that are regeneratively farmed, ground and milled. The flours can be traced straight back to its wheat fields and are minimally processed to preserve the natural nutrition and complete character of the grain.
The company utilises a network of multi-generational Kansas farmers who adhere to a set of regenerative farming guidelines. In exchange for committing to these guidelines, Farmer Direct pays its farmers a premium for their crops and shares a portion of the company’s profits.
Its range of whole grain flours are rolling out in select Hen House Market and Price Chopper locations across the Kansas City metro area in the US.
“Hen House and Price Chopper have always been at the top of our list for potential retail partners,” said Hayley Eckert, VP of Strategy and Sales for Farmer Direct.
“Their commitment to the national Buy Fresh Buy Local programme and supporting Kansas farmers makes this partnership a natural fit, and we’re excited to see how the product performs on shelves.
“Consumers are telling us they are interested in supporting a more sustainable supply chain. We believe there’s a demand for a sustainable choice in the artisan baking category at Balls Food Stores and we’re thrilled to be working with such a forward-thinking retailer.”
Farmer Direct chairman and CEO Tim Webster said the company’s products are bringing ethical and sustainable production processes to larger markets through the partnership.
“In addition to enabling our partners to offer premium local flour, it’s also important for us to be a valuable ESG resource,” he added.
“Given the current state of climate change, we have an ethical responsibility to produce wheat and flour products sustainably and support our partners who share these values.”
