KANSAS CITY, MO — Supplier partnerships are the backbone of the artisan baking community. They’re not only vertically integrated but also built from pure passion for the product, and that’s what makes magic happen.
This is especially true for Farm to Market Bread Co. and Farmer Direct Foods, the former an artisan bakery in Kansas City, MO, serving both retail and wholesale customers, and the latter a regeneratively grown flour supplier based in New Cambria, KS.
The companies partnered in 2022, and they’ve been making magic ever since.
Pursuing connections
The partnership was born from Farmer Direct Foods’ quest to expand its reach and support its community of farmers. When the company began the search for an ideal customer profile, Farm to Market was a beacon of light … and exactly what they were looking for.
“We knew this was who we wanted to be partnered and associated with because [Farm to Market] aligned with everything we stood for,” said Tim Webster, CEO of Farmer Direct Foods. “We basically showed up on their doorstep and announced ourselves and our intent. We weren’t going to go away until we were working together.”
That pursuit paid off, because Farmer Direct Foods’ devotion to the grain — and the reputation it had built for itself — proved to be what Farm to Market needed.
“They were relentless and never gave up, and I’m glad they didn’t,” said John Friend, CEO of Farm to Market. “It had always been a vision for Farm to Market to have contract farmers grow our wheat varietals. We had always been looking for quality wheat because we wanted to make quality bread, so this connection was a no-brainer.”
Of course, switching a primary ingredient supplier is undoubtedly a risky move, but for John, it was the key to unlocking the full potential of the bakery’s loaves.
“The quality has made our process so much easier,” John said. “We need consistency so we don’t have to make adjustments on the fly. Since we’ve switched to Farmer Direct, we get the same product every day, we have less loss from not having to throw out batches, and our bread looks noticeably better.”
The emphasis Farmer Direct Foods places on providing a quality product — and its transparent sourcing — for its customers is evident with each bag of flour that the company stamps its name on.
From field to flour, the milling company offers complete traceability. This is no easy feat, but, according to Ben Mantooth, VP of marketing for Farmer Direct Foods, it’s worth it.
“We’re sourcing the grain, segregating the grain and then milling the grain into flour,” he said. “That’s what yields the quality of the product and the consistency in the bake.”
Making a difference
In an era of heightened consumer awareness about the ingredients in their food, Farm to Market and Farmer Direct Foods have positioned themselves as trailblazers in the market. The partnership is making it possible to trace a loaf of bread back to the farmer who grew the grain because, for Farmer Direct Foods, it’s more than just flour … it’s a living legacy.
“Our strategic partnerships with growers involve seeking those who are willing to do it differently and understand the ‘why’ of why we want to do it differently,” Webster said.
The difference in question? The milling company has expanded its sustainability practices by using techniques such as no-till farming, crop rotation and keeping root structures in the ground year-round.
By taking these additional measures, Farmer Direct Foods is establishing a network of growers committed to improving soil health and reducing carbon emissions. Of the farmers included, the Peterson brothers — Greg, Nathan and Kendal — farm wheat in Assaria, KS, bringing Farmer Direct Foods’ whole wheat flour to life through modern practices.
The Peterson family — in addition to Farmer Direct Foods’ network of farmers committed to preserving the planet — takes pride in their work and the mission behind it; Greg, Nathan and Kendal know exactly where their wheat is going and the bakers who use it … and above all, they know they’re appreciated for how it’s grown.
“What’s happened has been really beautiful in terms of the shared values and passion for getting the product right … and that goes from seed to loaf,” Webster said. “It’s a beautiful thing to work on together.”
Both companies are raising the bar for what it means to put bread on the table. To share their experience — and the subsequent success they’ve both had — John and Webster will present to International Baking Industry Exposition (IBIE) attendees about the importance of vertically integrated supply chains during their IBIEducate session “Seed to Loaf: Building a Sustainable, Traceable, and Artisan-Quality Supply Chain.”
The panel session will feature Greg and provide an in-depth look at how intentional ingredient sourcing — from seed selection to regenerative agriculture to stone-ground milling — not only creates the ideal flour for wholesale baking but also solidifies business success.
For more details on this session, visit the IBIE website.
