Milling & Baking News - May 8, 2018 - 32

exploring with HealthSense primarily have been tortillas, flat
breads and pasta, though Mr. Levangie added, "We're trying
everything."
Mr. Levangie said Bay State believes HealthSense will prove
attractive to formulators who currently shun wheat.
"I hope some other food companies rethink the use of wheat
in certain applications," he said. "I mean nobody trying to bring
innovative products to the granola, nutrition bar and snack categories uses wheat anymore. Because now we can deliver a major macronutrient, maybe people will invent some new stuff."
Bay State is marketing HealthSense as a "better fiber alternative" than options available on the market today. For consumers, the product has particular appeal, Mr. Levangie said.
"HealthSense is much more socially acceptable than alternative
fibers because it's slow digesting, fermentable," he said. "We are
focused right now on trying to build this ingredient business as
a better fiber alternative from the ones you are using today. So
the markets we're mostly interested in are markets where flour
and fiber additives already exist. So, if you think about high-fiber
bread, the different fiber-intensive product lines that already exist, if they're using flour, and they are adding fiber, we want to
talk to them."
Bay State continues to work on the fiber content of its HealthSense flour, Mr. Levangie said.
"The intent though is that if you use HealthSense's flour in an
application, and bread being sort of a standard, you'll at least be
able to make a claim of a 'good source' of fiber," he said. "In some
applications we hope for excellent source. And these are some of
the things we're still working on."
Viewed purely through an economic lens, Mr. Levangie said
the market has established a wide differential between the value
of whole wheat flour and fiber.
"We did a lot of work, using consumer data, and we hunted as
best we could around foods where we saw both flour and fiber
additives," he said. "For purposes of this product line being relevant to Bay State, you know fiber is a good size market. We can
make a good living competing in the fiber business. It's cleaner
label. We also think the importance of properly feeding the gut
flora with resistant starch will increase the demand for products
made with HealthSense over time. And once we scale it up, we
believe it will be more cost effective than adding fiber."
Given what Mr. Levangie calls the "fickle" tendencies of consumers and food companies, will Bay State's multi-year focus
on HealthSense pay off through a lasting business?
Bay State has benefited from the willingness of the Rothwell
family to invest with an eye to the long term, Mr. Levangie said.

Gathering with members of the Rea family in a field near Walla Walla,
Wash., where the Reas are growing HealthSense wheat were representatives of Arista Cereal Technologies (developers of high amylose
wheat), Limagrain Cereal Seeds (Bay State's seed breeding partner)
and Bay State Milling employees involved in the HealthSense initiative.

"We've been at rigoursly developing this product and the supply chain from seed to flour for four years, and I personally have
been working on it for 10 years," he said. "And it hasn't contributed anything but cost. Not many companies would commit to
that. And we're disciplined. We are certainly by no means under
the same scrutiny as public companies to deliver quarterly, but
we care about short-term results."
With its shift to specialized ingredients, Bay State has been
"totally rethinking" its flour mills, Mr. Levangie said. He described these changes as evolutionary, in part because the company's long-time focus on sacked versus bulk flour has oriented
its mills toward meeting the needs of smaller customers.
"We tend to have pretty flexible mills that are accustomed to
doing smaller runs, and because we've been in the organic business a while, we have more experience in identify preserved
wheat," he said. "HealthSense is a whole step up, so as others
perhaps have been adding capacity, buying mills, we are more
focused on preparing the mills that we have for the business
that we're creating. That's repurposing some incremental expansions that we've talked about."
Investments have been required in enterprise resource planning systems to help manage the increasing complexity of the
business, and additional storage has been added to the company's mills because of the increased need for segregation and
separation of grain.
"A lot of thought shared by many individuals went into the
strategy here," Mr. Levangie said. "What makes sense? What are
its boundaries? What's in? What's out? That's a big part of the
constant decision making here. Many things needed to come together to make all this possible."
Emphasis on a team culture versus an individual or top-down
approach has been modeled by Mr. Levangie's predecessors
and continues, he said.
"Probably the most exciting thing for me at Bay State is seeing
more and more of our employees taking responsibility for the
strategy," he said. "For example, we just won best new ingredient of year at Expo West for our SowNaked naked oat. The truth
is I had nothing to do with that. A team of our people made this
happen, and it will be a really nice business for us."
So, will Bay State's strategy succeed? Will the company thrive
in a milling industry in which so many of its competitors are focused on consolidation or adding flour milling capacity?
Perhaps those who may be skeptical should remember Thoreau's famous indictment of conformity:
"If a man does not keep pace with his companions, perhaps
it is because he hears a different drummer. Let him step to the
music which he hears, however measured or far away." MBN
- L. Joshua Sosland

BAY STATE MILLING CO.

32 / May 8, 2018

BAY STATE MILLING CO.

Signature Interview

Milling & Baking News

bakingbusiness.com / world-grain.com


http://www.bakingbusiness.com http://www.world-grain.com

Table of Contents for the Digital Edition of Milling & Baking News - May 8, 2018

http://www.nxtbook.com/sosland/mbn/2019_04_09
http://www.nxtbook.com/sosland/mbn/2019_03_26
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_03_12
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_02_26
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_02_12
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_29
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_15
http://digitalmbn.bakingbusiness.com/sosland/mbn/2019_01_01
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_12_18
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_12_04
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_11_20
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_11_06
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_10_23
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_10_09
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_09_25
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_09_11
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_08_24
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_08_14
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_31
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_17
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_07_03
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_06_19
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_06_05
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_05_22
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_05_08
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_04_24
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_04_10
http://digitalmbn.bakingbusiness.com/sosland/mbn/2018_03_27
http://www.nxtbook.com/sosland/mbn/2018_03_13
http://www.nxtbook.com/sosland/mbn/2018_02_27
http://www.nxtbook.com/sosland/mbn/2018_02_13
http://www.nxtbook.com/sosland/mbn/2018_01_30
http://www.nxtbook.com/sosland/mbn/2018_01_16
http://www.nxtbook.com/sosland/mbn/2018_01_02
http://www.nxtbook.com/sosland/mbn/2017_12_19
http://www.nxtbook.com/sosland/mbn/2017_12_05
http://www.nxtbook.com/sosland/mbn/2017_11_21
http://www.nxtbook.com/sosland/mbn/2017_11_07
http://www.nxtbook.com/sosland/mbn/2017_10_24
http://www.nxtbook.com/sosland/mbn/2017_10_10
http://www.nxtbook.com/sosland/mbn/2017_09_26
http://www.nxtbook.com/sosland/mbn/2017_09_12
http://www.nxtbook.com/sosland/mbn/2017_08_29
http://www.nxtbook.com/sosland/mbn/2017_08_15
http://www.nxtbook.com/sosland/mbn/2017_08_01
http://www.nxtbook.com/sosland/mbn/2017_07_18
http://www.nxtbook.com/sosland/mbn/2017_07_04
http://www.nxtbook.com/sosland/mbn/2017_06_20
http://www.nxtbook.com/sosland/mbn/2017_06_06
http://www.nxtbook.com/sosland/mbn/2017_05_23
http://www.nxtbook.com/sosland/mbn/2017_05_09
http://www.nxtbook.com/sosland/mbn/2017_04_25
http://www.nxtbook.com/sosland/mbn/2017_04_11
http://www.nxtbook.com/sosland/mbn/2017_03_28
http://www.nxtbook.com/sosland/mbn/2017_03_14
http://www.nxtbook.com/sosland/mbn/2017_02_28
http://www.nxtbook.com/sosland/mbn/2017_02_14
http://www.nxtbook.com/sosland/mbn/2017_01_31
http://www.nxtbook.com/sosland/mbn/2017_01_17
http://www.nxtbook.com/sosland/mbn/2017_01_03
http://www.nxtbook.com/sosland/mbn/2016_12_20
http://www.nxtbook.com/sosland/mbn/2016_12_06
http://www.nxtbook.com/sosland/mbn/2016_11_22
http://www.nxtbook.com/sosland/mbn/2016_11_08
http://www.nxtbook.com/sosland/mbn/2016_10_25
http://www.nxtbook.com/sosland/mbn/2016_10_11
http://www.nxtbook.com/sosland/mbn/2016_09_27
http://www.nxtbook.com/sosland/mbn/2016_09_13
http://www.nxtbook.com/sosland/mbn/2016_08_30
http://www.nxtbook.com/sosland/mbn/2016_08_16
http://www.nxtbook.com/sosland/mbn/2016_08_02
http://www.nxtbook.com/sosland/mbn/2016_07_19
http://www.nxtbook.com/sosland/mbn/2016_07_05
http://www.nxtbook.com/sosland/mbn/2016_06_21
http://www.nxtbook.com/sosland/mbn/2016_06_07
http://www.nxtbook.com/sosland/mbn/2016_05_24
http://www.nxtbook.com/sosland/mbn/2016_05_10
http://www.nxtbook.com/sosland/mbn/2016_04_26
http://www.nxtbook.com/sosland/mbn/2016_04_12
http://www.nxtbook.com/sosland/mbn/2016_03_29
http://www.nxtbook.com/sosland/mbn/2016_03_15
http://www.nxtbook.com/sosland/mbn/2016_03_01
http://www.nxtbook.com/sosland/mbn/2016_02_16
http://www.nxtbook.com/sosland/mbn/2016_02_02
http://www.nxtbook.com/sosland/mbn/2016_01_19
http://www.nxtbook.com/sosland/mbn/2016_01_05
http://www.nxtbook.com/sosland/mbn/2015_12_22
http://www.nxtbook.com/sosland/mbn/2015_12_08
http://www.nxtbook.com/sosland/mbn/2015_11_24
http://www.nxtbook.com/sosland/mbn/2015_11_10
http://www.nxtbook.com/sosland/mbn/2015_10_27
http://www.nxtbook.com/sosland/mbn/2015_10_13
http://www.nxtbook.com/sosland/mbn/2015_09_29
http://www.nxtbook.com/sosland/mbn/2015_09_15
http://www.nxtbook.com/sosland/mbn/2015_09_01
http://www.nxtbook.com/sosland/mbn/2015_08_18
http://www.nxtbook.com/sosland/mbn/2015_08_04
http://www.nxtbook.com/sosland/mbn/2015_07_21
http://www.nxtbook.com/sosland/mbn/2015_07_07
http://www.nxtbook.com/sosland/mbn/2015_06_23
http://www.nxtbook.com/sosland/mbn/2015_06_09
http://www.nxtbook.com/sosland/mbn/2015_05_26
http://www.nxtbook.com/sosland/mbn/2015_05_12
http://www.nxtbook.com/sosland/mbn/2015_04_28
http://www.nxtbook.com/sosland/mbn/2015_04_014
http://www.nxtbook.com/sosland/mbn/2015_03_31
http://www.nxtbook.com/sosland/mbn/2015_03_17
http://www.nxtbook.com/sosland/mbn/mbn/2015_03__03
http://www.nxtbook.com/sosland/mbn/2015_02_17
http://www.nxtbook.com/sosland/mbn/2015_02_03
http://www.nxtbook.com/sosland/mbn/2015_01_20
http://www.nxtbook.com/sosland/mbn/2015_01_06
http://www.nxtbook.com/sosland/mbn/2014_12_23
http://www.nxtbook.com/sosland/mbn/2014_12_09
http://www.nxtbook.com/sosland/mbn/mbn_2014_11_25
http://www.nxtbook.com/sosland/mbn/2014_11_11
http://www.nxtbook.com/sosland/mbn/2014_10_28
http://www.nxtbook.com/sosland/mbn/2014_10_14
http://www.nxtbook.com/sosland/mbn/2014_09_30
http://www.nxtbook.com/sosland/mbn/2014_09_16
http://www.nxtbook.com/sosland/mbn/2014_09_02
http://www.nxtbook.com/sosland/mbn/214_08_19
http://www.nxtbook.com/sosland/mbn/2014_08_01
http://www.nxtbook.com/sosland/mbn/2014_07_22
http://www.nxtbook.com/sosland/mbn/2014_07_08
http://www.nxtbook.com/sosland/mbn/2014_06_24
http://www.nxtbook.com/sosland/mbn/2014_06_10
http://www.nxtbook.com/sosland/mbn/2014_05_27
http://www.nxtbook.com/sosland/mbn/2014_05_13
http://www.nxtbook.com/sosland/mbn/2014_04_29
http://www.nxtbook.com/sosland/mbn/2014_04_15
http://www.nxtbook.com/sosland/mbn/2014_04_01
http://www.nxtbook.com/sosland/mbn/2014_03_18
http://www.nxtbook.com/sosland/mbn/2014_03_04
http://www.nxtbook.com/sosland/mbn/2014_02_18
http://www.nxtbook.com/sosland/mbn/2014_02_04
http://www.nxtbook.com/sosland/mbn/2014_01_21
http://www.nxtbook.com/sosland/mbn/2014_01_07
http://www.nxtbook.com/sosland/mbn/2013_12_24
http://www.nxtbook.com/sosland/mbn/2013_12_10
http://www.nxtbook.com/sosland/mbn/2013_11_26
http://www.nxtbook.com/sosland/mbn/2013_11_12
http://www.nxtbook.com/sosland/mbn/2013_10_29
http://www.nxtbook.com/sosland/mbn/2013_10_15
http://www.nxtbook.com/sosland/mbn/2013_10_01
http://www.nxtbook.com/sosland/mbn/2013_09_17
http://www.nxtbook.com/sosland/mbn/2013_09_03
http://www.nxtbook.com/sosland/mbn/2013_08_20
http://www.nxtbook.com/sosland/mbn/2013_08-06
http://www.nxtbook.com/sosland/mbn/2013_07_23
http://www.nxtbook.com/sosland/mbn/2013_07_09
http://www.nxtbook.com/sosland/mbn/2013_06_25
http://www.nxtbook.com/sosland/mbn/2013_06_11
http://www.nxtbook.com/sosland/mbn/2013_05_28
http://www.nxtbook.com/sosland/mbn/2013_05_14
http://www.nxtbook.com/sosland/mbn/2013_04_30
http://www.nxtbook.com/sosland/mbn/2013_04_16
http://www.nxtbook.com/sosland/mbn/2013_04_02
http://www.nxtbook.com/sosland/mbn/2013_03_19
http://www.nxtbook.com/sosland/mbn/2013_03_05
http://www.nxtbook.com/sosland/mbn/2013_02_19
http://www.nxtbook.com/sosland/mbn/2013_02_05
http://www.nxtbook.com/sosland/mbn/2013_01_22
http://www.nxtbook.com/sosland/mbn/2013_01_08
http://www.nxtbook.com/sosland/mbn/2012_12_25
http://www.nxtbook.com/sosland/mbn/2012_12_11
http://www.nxtbook.com/sosland/mbn/2012_11_27
http://www.nxtbook.com/sosland/mbn/2012_11_13
http://www.nxtbook.com/sosland/mbn/2012_10_30
http://www.nxtbook.com/sosland/mbn/2012_10_16
http://www.nxtbook.com/sosland/mbn/2012_10_02
http://www.nxtbook.com/sosland/mbn/2012_09_18
http://www.nxtbook.com/sosland/mbn/2012_09_04
http://www.nxtbook.com/sosland/mbn/2012_08_21
http://www.nxtbook.com/sosland/mbn/2012_08_07
http://www.nxtbook.com/sosland/mbn/2012_07_24
http://www.nxtbook.com/sosland/mbn/2012_07_10
http://www.nxtbook.com/sosland/mbn/2012_06_26
http://www.nxtbook.com/sosland/mbn/2012_06_12
http://www.nxtbook.com/sosland/mbn/2012_05_29
http://www.nxtbook.com/sosland/mbn/2012_05_15
http://www.nxtbook.com/sosland/mbn/2012_05_01
http://www.nxtbook.com/sosland/mbn/2012_04_17
http://www.nxtbook.com/sosland/mbn/2012_04_03
http://www.nxtbook.com/sosland/mbn/2012_03_20
http://www.nxtbook.com/sosland/mbn/2012_03_06
http://www.nxtbook.com/sosland/mbn/2012_02_21
http://www.nxtbook.com/sosland/mbn/2012_02_07
http://www.nxtbook.com/sosland/mbn/2012_01_24
http://www.nxtbook.com/sosland/mbn/2012_01_10
http://www.nxtbook.com/sosland/mbn/2011_12_27
http://www.nxtbook.com/sosland/mbn/2011_12_13
http://www.nxtbook.com/sosland/mbn/2011_11_29
http://www.nxtbook.com/sosland/mbn/2011_11_15
http://www.nxtbook.com/sosland/mbn/2011_11_01
http://www.nxtbook.com/sosland/mbn/2011_10_18
http://www.nxtbook.com/sosland/mbn/2011_10_04
http://www.nxtbook.com/sosland/mbn/2011_09_20
http://www.nxtbook.com/sosland/mbn/2011_09_06
http://www.nxtbook.com/sosland/mbn/2011_08_23
http://www.nxtbook.com/sosland/mbn/2011_08_09
http://www.nxtbook.com/sosland/mbn/2011_07_26
http://www.nxtbook.com/sosland/mbn/2011_07_12
http://www.nxtbook.com/sosland/mbn/2011_06_28
http://www.nxtbook.com/sosland/mbn/2011_06_14
http://www.nxtbook.com/sosland/mbn/2011_05_31
http://www.nxtbook.com/sosland/mbn/2011_05_17
http://www.nxtbook.com/sosland/mbn/2011_05_03
http://www.nxtbook.com/sosland/mbn/2011_04_19
http://www.nxtbook.com/sosland/mbn/2011_04_05
http://www.nxtbook.com/sosland/mbn/2011_03_22
http://www.nxtbook.com/sosland/mbn/2011_03_08
http://www.nxtbook.com/sosland/mbn/2011_02_22
http://www.nxtbook.com/sosland/mbn/2011_02_08
http://www.nxtbook.com/sosland/mbn/2011_01_25
http://www.nxtbook.com/sosland/mbn/2011_01_11
http://www.nxtbook.com/sosland/mbn/2010_12_28
http://www.nxtbook.com/sosland/mbn/2010_12_14
http://www.nxtbook.com/sosland/mbn/2010_11_30
http://www.nxtbook.com/sosland/mbn/2010_11_16
http://www.nxtbook.com/sosland/mbn/2010_11_02
http://www.nxtbook.com/sosland/mbn/2010_10_19
http://www.nxtbook.com/sosland/mbn/2010_10_05
http://www.nxtbook.com/sosland/mbn/2010_09_21
http://www.nxtbook.com/sosland/mbn/2010_09_07
http://www.nxtbook.com/sosland/mbn/2010_08_24
http://www.nxtbook.com/sosland/mbn/2010_08_10
http://www.nxtbook.com/sosland/mbn/2010_07_27
http://www.nxtbook.com/sosland/mbn/2010_07_13
http://www.nxtbook.com/sosland/mbn/2010_06_29
http://www.nxtbook.com/sosland/mbn/2010_06_15
http://www.nxtbook.com/sosland/mbn/2010_06_01
http://www.nxtbook.com/sosland/mbn/2010_05_18
http://www.nxtbook.com/sosland/mbn/2010_05_04
http://www.nxtbook.com/sosland/mbn/2010_04_20
http://www.nxtbook.com/sosland/mbn/2010_04_06
http://www.nxtbook.com/sosland/mbn/2010_03_23
http://www.nxtbook.com/sosland/mbn/2010_03_09
http://www.nxtbook.com/sosland/mbn/2010_02_23
http://www.nxtbook.com/sosland/mbn/2010_02_09
http://www.nxtbook.com/sosland/mbn/2010_01_26
http://www.nxtbook.com/sosland/mbn/2010_01_12
http://www.nxtbook.com/sosland/mbn/2009_12_29
http://www.nxtbook.com/sosland/mbn/2009_12_15
http://www.nxtbook.com/sosland/mbn/2009_12_01
http://www.nxtbook.com/sosland/mbn/2009_11_17
http://www.nxtbook.com/sosland/mbn/2009_11_03
http://www.nxtbook.com/sosland/mbn/2009_10_20
http://www.nxtbook.com/sosland/mbn/2009_10_06
http://www.nxtbook.com/sosland/mbn/2009_09_22
http://www.nxtbook.com/sosland/mbn/2009_09_08
http://www.nxtbook.com/sosland/mbn/2009_08_25
http://www.nxtbook.com/sosland/mbn/2009_08_11
http://www.nxtbook.com/sosland/mbn/2009_07_28
http://www.nxtbook.com/sosland/mbn/2009_07_14
http://www.nxtbook.com/sosland/mbn/2009_06_30
http://www.nxtbook.com/sosland/mbn/2009_06_16
http://www.nxtbook.com/sosland/mbn/2009_06_02
http://www.nxtbook.com/sosland/mbn/2009_05_19
http://www.nxtbook.com/sosland/mbn/2009_05_05
http://www.nxtbook.com/sosland/mbn/2009_04_21
http://www.nxtbook.com/sosland/mbn/2009_04_08
http://www.nxtbook.com/sosland/mbn/2009_04_07
http://www.nxtbook.com/sosland/mbn/2009_03_24
http://www.nxtbook.com/sosland/mbn/2009_03_10
http://www.nxtbook.com/sosland/mbn/2009_02_24
http://www.nxtbook.com/sosland/mbn/2009_02_10
http://www.nxtbook.com/sosland/mbn/2009_01_27
http://www.nxtbook.com/sosland/mbn/2009_01_13
http://www.nxtbook.com/sosland/mbn/2008_12_30
http://www.nxtbook.com/sosland/mbn/2008_12_16
http://www.nxtbook.com/sosland/mbn/2008_12_02
http://www.nxtbook.com/sosland/mbn/2008_11_18
http://www.nxtbook.com/sosland/mbn/2008_11_04
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