Supermarket Perimeter - September 2020 - 27

Bakery

Retail response

pesticides and with sustainable crop rotations that build strong soil.
As one example, they work with Matt and Sara Williams, who harvest
hundreds of acres of organic wheat in Linneus, Maine. In the mill's ﬁrst
year of business in 2019, they purchased more than 220,000 pounds of
organically grown grains from partner farmers in Maine.
Further, One Mighty Mill commissioned a mill from Andrew Heyn,
the only stone mill builder in the United States, so they could stonegrind organic wheat into the fresh, nutritious, ﬂavorful ﬂour. The mill
is located at their ﬂagship bakery in Lynn, Mass., a community they are
helping revitalize.
"We supported our farmers' transition to organic by investing in over
120,000 pounds of transitional wheat grown by our partners in Maine,"
he explained. "In turn, we helped them convert almost 100 acres of their
ﬁelds to certiﬁed organic in time for this year's harvest in September
2020. We dream of building more local mills in communities across
America."
The company's AP Flour contains 11% protein, the standard for
all-purpose ﬂour, while its bread ﬂour checks in at 13% protein, the
norm for bread ﬂour. Because their ﬂour is packed with fresh germ and
bran, customers might not get quite the same lift in baked goods as
with conventional, but that should be the only slight difference in the
ﬁnished product (and a whole lot more ﬂavor).
One Mighty Mill produces three types of bagels: whole wheat
everything, whole wheat cinnamon raisin, and whole wheat plain.
"The one thing you may want to tweak when using our ﬂour in a
recipe is the amount of hydration or liquid - water, milk or fat (in the
form of eggs, oil or butter)," he said. "The coarse texture of OMM's ﬂour
and its abundance of germ and bran can sponge up liquid. Be prepared
to add a splash of water if a bread or pizza dough looks dry toward the
end of mixing. And you can add another pat of butter to a cookie recipe
or another teaspoon of oil to a quick bread at the onset."
By securing organic wheat from Aurora Farms in Maine and building
its own stone-grinding mill in Lynn to make its products, One Mighty
Mill started the revolution against processed ﬂour, according to Whole
Foods Market. After only one year since the company's launch, One
Mighty Mill's growth has been incredible. One Mighty Mill packaged
bagels and tortillas are available in Whole Foods bakery departments, as
well as fresh milled ﬂour, pancake mix and bagged whole grain pretzels
exclusive to Whole Foods Market on the shelves of grocery aisles.

Einstein Bros. Bagels is looking to spice up its menu with a partnership
with Beyond Meat, a leader in plant-based meat, for a test run of Beyond
Breakfast Sausage at three Denver area locations. Starting July 16, the
test features the new plant-based Beyond Sausage Spicy Sunrise egg
sandwich. The new ﬂavor-packed breakfast sandwich features a 100%
plant-based Beyond Breakfast Sausage patty on a fresh-baked Green
Chile Gourmet Bagel with cage-free eggs, avocado, melty cheddar
cheese and Jalapeño Salsa shmear.
"We wanted to create a menu item that will make your mouth water,
so we turned up the heat," said Chef Chad Thompson, head of culinary
innovation at Einstein Bros. Bagels. "We think customers will agree
that the Beyond Sausage Spicy Sunrise isn't your average plant-based
sandwich."
Customers at these Denver area locations will also have the limitedtime option to substitute Beyond Breakfast Sausage on any Einstein
Bros. Bagels sandwich, giving people even more plant-based options.
"As consumer interest around plant-based meat continues to
grow, we're thrilled to team up with Einstein Bros. Bagels to test our
Beyond Breakfast Sausage in the Denver area," said Stuart Kronauge,
chief marketing officer for Beyond Meat. "At Beyond Meat, we're on a
mission to make delicious, nutritious and sustainable plant-based meat
accessible to all, and partnerships with innovative brands like Einstein
Bros. Bagels are an important part of that journey."
From Wegmans to Whole Foods Market, today's instore bakeries are
celebrating all that is great in the fresh bakery category, and authentic
bagels are enjoying a renaissance as a result.
Previously, Whole Foods identiﬁed "Flour Power" as one of its top 10
trends for 2020. As seasoned and amateur bakers alike look to scratch
a creative itch in the kitchen, an array of interesting ﬂours are entering
the market making baking more inclusive and adventurous. 2020 will
bring more interesting fruit and vegetable ﬂours into home pantries,
with products like cauliﬂower ﬂour in bulk and baking aisles, rather than
already baked into crusts and snack products.
Consumer packaged goods are getting in on the trend by replacing
traditional alternative ﬂours with tigernut ﬂour in chips and snack foods,
and tasty pastries made with seed ﬂour blends. As consumers look for
more ways to boost their bake, "super" ﬂours delivering protein and ﬁber
join the trend.

SEPTEMBER 2020 - 27

Supermarket Perimeter - September 2020

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