The Natural Marketing Institute reported in 2010 that 51% of consumers prefer to purchase products manufactured sustainably. The food industry defines sustainability as the ability to meet the needs of the present without compromising the ability of future generations to meet their needs.

Now, bakers can make sustainability a part of their flour use.

Horizon Milling, Wayzata, MN, launched EcoFlour at IBIE 2010. “The program gives customers the ability to be proactive to reduce the environmental impact of their flour supply chain,” said Jody Longshore, the miller’s marketing manager. The program is tailored to the baker’s needs.

At the farm level, the program uses cutting-edge technologies to maximize crop yields while minimizing fertilizer inputs.

“Because it provides a permanent, additional, real and quantifiable environmental benefit, the EcoFlour program allows customers to make powerful claims to demonstrate their commitment to the environment and sustainability,” Mr. Longshore said.