Wheat's On Your Mind

Kansas Wheat Commission
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Wheat's on Your Mind is the go-to podcast for anyone involved in the wheat industry, from farmers and agronomists to grain marketers and researchers. Hosted by Kansas Wheat's Aaron Harries, this podcast covers everything you need to know about wheat—from the latest market trends and technological advancements to practical tips on crop management and sustainability. Each episode offers valuable insights into the challenges and opportunities facing wheat producers, helping you stay informed and ahead of the curve. Whether you're in the field or behind a desk, Wheat's on Your Mind delivers the knowledge you need to succeed in the world of wheat.

  1. 5 days ago

    Wheat Demand: Why Bread Needs Defending

    Bread remains a cornerstone of the American food system, but declining consumption and changing consumer attitudes could have consequences all the way back to the wheat farm. Josh Sosland, president of Sosland Publishing Company and editor of Milling & Baking News, joins Aaron Harries and Justin Gilpin to examine what more than a century of milling and baking history says about today’s wheat-demand challenge. They discuss declining bread consumption, consumer misinformation, GLP-1 medications, the MAHA movement, the unsuccessful Bread Basket Checkoff effort and why Sosland believes science alone won't be enough to change consumer behavior. The conversation also explores whether Kansas wheat promotion should put greater emphasis on domestic demand alongside traditional export-market development. Key takeaways: Declining bread consumption isn't new, but recent trends have made the challenge more concerning. Research can counter misinformation about grain foods, but changing consumer behavior also requires emotional connection. Meaningful consumer promotion requires resources on a much larger scale than many current efforts. Domestic wheat demand has traditionally been viewed as static, while grower promotion concentrated heavily on export growth. Changing global competition and more specialized domestic markets could create new opportunities for Kansas wheat producers. Detailed Timestamped Rundown 00:00 — Why bread consumption matters Josh Sosland opens with the central problem: concerns about Americans not eating enough bread aren't new, but consumption numbers over the past four or five years have become particularly concerning. History also suggests ordinary industry initiatives may not be enough to reverse the trend.00:40 — Introducing Josh Sosland Aaron introduces Sosland as president of Sosland Publishing Company and editor of Milling & Baking News.01:08 — A century of milling and baking journalism Sosland recounts how his grandfather and two brothers founded Southwestern Miller. The publication emerged as commercial baking expanded and Southwestern millers sought recognition for the bread-making quality of Kansas and Southern Plains wheat.03:43 — Hard red winter wheat's rise The discussion connects the publication's origins with the growth of hard red winter wheat production and its transition from primarily household flour toward commercial bread flour.04:15 — The Great Grain Robbery Justin introduces one of the remarkable stories in Sosland history: the company's reporting on massive Soviet grain purchases in the early 1970s.05:06 — Secret Soviet purchases and inflation Sosland explains how Soviet buyers quietly purchased enormous amounts of U.S. wheat and corn without initially revealing the full scale of their activity. The resulting market disruption became intertwined with the inflationary pressures of the era.07:09 — “John Smith” and an industry scoop Sosland tells the story of a mysterious caller identifying himself as John Smith and providing Morton Sosland with Soviet grain-purchase figures that eventually proved accurate.08:19 — Sosland Publishing today The conversation covers the company's portfolio, including World Grain, Bake, Baking & Snack, Pet Food Processing, Milling & Baking News and Food Business News.09:06 — Print versus digital publishing Sosland explains why print remains important to part of the industry's readership while digital consumption continues growing.09:48 — Bread consumption's century-old problem Drawing from decades of archival work, Sosland says concerns about inadequate bread consumption appear repeatedly throughout industry history.10:59 — Why today's numbers are different Recent consumption trends are especially concerning. Sosland's lesson from history is that “business as usual” is unlikely to create the scale of change needed.11:33 — What happened to the Bread Basket Checkoff? The discussion examines the proposed wheat-flour-foods checkoff. Sosland describes concerns over government involvement, assessment structures and disagreement within the baking sector.14:03 — What wheat lost without the checkoff Justin discusses the potential value of having substantial, coordinated resources for consumer communication—particularly as grain foods face new headwinds.15:32 — Different boats, same rough water Sosland examines the different approaches taken by grower and baking organizations and argues that organizational separation hasn't eliminated the fundamental challenges facing grain foods.16:16 — GLP-1 medications enter the equation Sosland says he initially thought the effects of GLP-1 medications on food consumption might be overstated. He now believes their influence can't be ignored, although he doesn't rank them as the industry's biggest challenge.17:44 — Winning minds versus winning hearts This is the episode's central strategic discussion. Sosland credits the Grain Foods Foundation and Grain Foods Research Institute with doing important work to counter myths, but says the industry has a much bigger gap in creating emotional connections with consumers.18:37 — Why facts aren't enough Sosland uses an insight from the investment world to illustrate how people make decisions emotionally as well as logically. Correcting misinformation may therefore be necessary without being sufficient.21:17 — The scale of investment required A $100,000 initiative may be meaningful for an association, Sosland says, but the larger challenge requires millions of dollars when companies are losing billions in market share.22:33 — What successful promotion looks like The conversation turns to commodity promotion and checkoff examples, including industries where coordinated resources and messaging have helped increase consumption.23:34 — Grapefruit as a warning Sosland offers grapefruit as a cautionary example of a food once considered a household staple whose consumption dramatically declined. His point: staples can't assume consumers will always be there.24:05 — MAHA and ultra-processed foods The hosts address the MAHA movement and criticism of ultra-processed foods. Sosland discusses the power of emotionally compelling food messages and their potential to alter consumer behavior.25:44 — Consumers still love wheat foods Despite negative perceptions surrounding bread, Sosland points to pizza, Uncrustables and quality baguettes as examples of wheat-based products that continue to resonate strongly with consumers.26:40 — Should growers rethink promotion spending? Sosland turns the interview around and asks whether grower organizations have the right balance between international promotion and domestic-market investment.26:59 — Why wheat invested overseas Justin explains that U.S. domestic wheat use has traditionally been considered “static demand.” Export promotion therefore offered an apparent opportunity to add incremental demand and value at the farm gate.28:00 — New opportunities in domestic wheat Changing export competition and increasingly specialized domestic relationships may give farmers opportunities to create value through particular varieties, management practices and end-use characteristics.30:36 — The wheat marketplace has changed Sosland argues that strategies developed decades ago reflected a very different competitive environment. U.S. wheat now faces additional global competitors while competing domestically with other commodities and foods.31:28 — Why Kansas invested in exports Justin traces the Kansas Wheat Commission's history to 1957 and explains how postwar reconstruction and government-dominated international grain buying shaped producer investment in overseas market development.32:43 — Closing thoughts The episode concludes with the recognition that wheat is in a period of transition and that producer leaders are actively discussing how promotion and market development should evolve. Kansas WheatWheatsOnYorMind.com

  2. 11 Aug

    Kansas Wheat: Lessons From a Brutal 2026 Crop

    The 2026 wheat season showed just how quickly a promising crop can become a test of every management decision a producer makes. Host Aaron Harries sits down with K-State wheat and forages specialist Romulo Lollato Ph.D., CSIRO farming systems agronomist John Kirkegaard Ph.D. and Dave Deken for a roundtable on the 2026 Kansas and Oklahoma wheat crop. They trace the season from strong fall establishment through drought, unusual heat, freeze damage, hail and harvest rain, then look at the management lessons producers can carry into the next crop. The conversation covers rainfall timing, planting date, grazing, variety selection, wheat genetics, nitrogen management and the value of building more flexibility into wheat systems. Key takeaways: Warm fall conditions built strong stands but also contributed to greater water use before spring. In a water-limited wheat crop, a small amount of rain at the right growth stage can have an outsized impact on yield potential. Early planting and dual-purpose wheat can create additional grazing and management options when grain production becomes less attractive. Modern wheat genetics helped damaged plants compensate through secondary tillers and maintain usable grain quality. Nitrogen, variety and other input decisions should reflect changing yield potential instead of assuming the crop established in fall is the crop that will reach harvest. Detailed timestamped rundown 00:00 – Cold open — Lollato, Kirkegaard and Deken preview the episode’s central question: what management choices still work when weather pushes a wheat crop to its limits?00:26 – The 2026 wheat roundtable begins — Aaron Harries introduces the guests and frames the season as an unusually widespread disaster for hard red winter wheat across the Central and Southern Plains.03:03 – Kansas starts with “hope and despair” — Lollato describes excellent fall establishment, favorable moisture and warm temperatures that created large, well-tillered plants heading into winter.04:32 – Warm weather becomes a liability — Winter turns dry while temperatures remain above normal. Wheat continues growing and consuming water that will be badly needed later in the spring.06:00 – Drought and freeze damage stack up — March and April bring dry conditions, rapid crop development and damaging freezes. Later hail adds another layer of yield loss.08:00 – Rain finally arrives—at harvest — May rainfall comes too late to rescue much of the crop, and subsequent wet conditions prolong harvest in parts of Kansas.09:22 – Oklahoma’s highly variable crop — Deken describes enormous field-to-field and county-to-county variation, with some producers choosing to keep cattle grazing poor-looking wheat.11:29 – Heat, low yields and an early harvest — Oklahoma experiences February heat, disappointing yields in several regions and a harvest roughly two weeks ahead of normal.13:03 – An Australian view of Kansas wheat — Kirkegaard recounts seeing drought and freeze damage firsthand during the Wheat Quality Tour and compares Great Plains conditions with Australian production.16:25 – Livestock as an “exit option” — Australia’s wheat-sheep systems illustrate how grazing, hay and dual-purpose wheat can create alternatives when grain yield potential deteriorates.17:35 – Managing risk without the same insurance system — Kirkegaard explains how Australian growers rely more heavily on management flexibility, stored moisture, early sowing and alternative crop uses.20:08 – Moisture, planting date and variety — Deken shares an Oklahoma perspective that moisture is the first limitation, followed by planting date and then variety selection.21:24 – Breeding for system resilience — Kirkegaard discusses wheat designed around flexibility: long coleoptiles for deep planting, awnless wheat suited for hay and vigorous short-season wheat.23:09 – Modern genetics show their value — Harries and Lollato discuss plants recovering from primary-tiller freeze damage and the remarkable ability of wheat to compensate.23:58 – What could two inches of rain do? — Lollato explains how strategically timed rainfall can dramatically raise yield potential in a water-limited environment.25:15 – Turning a bad year into better decisions — Research plots allow scientists to study which management practices performed best under the same stresses producers experienced.26:00 – Smarter nitrogen decisions — Lollato describes research using current conditions and historical weather outcomes to estimate yield potential before major nitrogen investments are made.27:35 – One more weather threat: tornadoes — The group adds some humor to a season that seemingly delivered every possible weather hazard.29:02 – El Niño and global weather risk — The discussion shifts to seasonal forecasting, Australia’s El Niño and Indian Ocean Dipole signals, and how forecasts can affect fertilizer purchasing and crop decisions.32:19 – Are Oklahoma growers coming back? — Deken says most producers he spoke with planned to plant wheat again despite the difficult crop.33:49 – Why wheat remains in Kansas rotations — Lollato explains wheat’s value beyond grain, including residue, soil-moisture conservation, weed management, rotational diversity and grazing flexibility.35:29 – Closing thoughts — The panel finishes its post-mortem on 2026 and looks ahead to another wheat season. Kansas WheatWheatsOnYorMind.com

    Kansas Wheat: Lessons From a Brutal 2026 Crop

  3. 28 Jul

    America's Agricultural History Still Matters

    America's story cannot be told without agriculture—and few people understand that story better than historian and author Douglas Hurt. As the United States approaches its 250th anniversary, Hurt joins Aaron Harries to explore how farming helped build the nation. From colonial wheat production and westward expansion to the Homestead Act, land-grant universities, the Dust Bowl, conservation programs, global trade, and today's farm economy, the conversation connects history directly to the challenges facing modern producers. Key takeaways Why agriculture drove American economic growth and expansion How railroads transformed wheat into a global commodity The lasting impact of the Homestead and Morrill Acts How Turkey Red wheat changed Kansas agriculture Why the Dust Bowl permanently reshaped conservation policy Lessons from the 1970s boom and 1980s farm crisis Agriculture's role during the Civil War and other conflicts Why global markets still create opportunities and risks The importance of research, Extension, and land-grant universities What history suggests about the future of American farming Timestamped Episode Rundown 00:00 – Introduction and Douglas Hurt's perspective on the lasting impact of the Dust Bowl and conservation.00:42 – Douglas Hurt's background, Kansas roots, and career studying agricultural history.02:52 – Why agriculture is central to understanding American history.04:10 – Farmer independence and the growing federal role in agriculture.06:57 – Early history of wheat in colonial America.08:20 – The Homestead Act and settlement of the Great Plains.10:30 – The Morrill Act and the creation of land-grant universities.11:51 – Transition from subsistence farming to commercial agriculture.13:59 – Turkey Red wheat and its impact on Kansas.15:21 – Railroads, exports, and the rise of global grain markets.16:56 – The Dust Bowl, conservation, and the Soil Conservation Service.21:08 – The Soviet grain deals, Earl Butz, and the 1980s farm crisis.23:29 – Agriculture's role during the Civil War and wartime economies.28:05 – Lessons for today's policymakers and producers.29:58 – Looking ahead: the future of American agriculture.32:14 – Douglas Hurt's latest books and closing thoughts. Kansas WheatWheatsOnYorMind.com

    America's Agricultural History Still Matters

  4. 14 Jul

    U.S. Wheat Quality: Winning Beyond Price

    A smaller hard red winter wheat crop will test whether last year’s export buyers were chasing price or choosing lasting value.  Brian Liedl, vice president of overseas operations for U.S. Wheat Associates, joins Aaron Harries and Justin Gilpin to explain how strong 2025/26 wheat exports changed the outlook for Mexico, Nigeria, Indonesia, and other important markets. They discuss why U.S. wheat quality, technical support and customer relationships matter even more in a higher-priced year, along with what tighter HRW supplies, Russian competition and growing global demand could mean for Kansas farmers. Key takeaways: Customer retention will be a major priority as U.S. wheat prices rise. Mexico remains the leading destination for U.S. wheat and a vital HRW market. Nigeria and Indonesia offer growth opportunities when U.S. wheat can demonstrate better milling and baking value. Technical support helps overseas millers look beyond the lowest-priced wheat. Strong global consumption provides reasons for long-term optimism despite intense export competition. Detailed timestamped rundown: 00:00 – International market-development strategy Brian Liedl describes his goal of visiting U.S. Wheat Associates offices, meeting overseas staff and reviewing how producer resources are deployed.00:31 – Introduction to the episode Aaron Harries introduces Wheat’s On Your Mind, the show’s sponsoring organizations and Liedl’s new leadership role.01:46 – From the trading pit to U.S. Wheat Associates Liedl recalls beginning at the Minneapolis Grain Exchange before moving into hedging, wheat merchandising, logistics and international grain trading.03:12 – A strong year for U.S. wheat exports The group discusses the combination of a large, high-quality U.S. crop, competitive prices and decades of overseas market development.04:44 – Why buyers value U.S. wheat Liedl explains how quality, technical service, baking assistance and dependable customer relationships strengthen the reputation of U.S. wheat.05:39 – Moving from commercial trading to market development Justin Gilpin and Liedl discuss the difference between selling wheat commercially and representing the interests of wheat producers.07:39 – Coordinating U.S. Wheat’s overseas network Liedl talks about traveling to international offices, meeting staff and aligning market-development strategies.08:48 – Mexico, USMCA and Nigeria The conversation turns to Mexico’s importance as a core U.S. wheat customer and Nigeria’s potential as a growing, quality-conscious swing market.11:39 – Opportunities in Southeast Asia Liedl discusses Indonesia, the Philippines and other Asian destinations where technical support has helped U.S. wheat establish a valuable niche.13:20 – Moving the buyer conversation beyond price Relationships matter, but price remains central. Liedl explains how U.S. Wheat helps customers evaluate margins, product quality and consumer loyalty.15:20 – The long-term global wheat demand story Despite major production growth in Russia and other exporting countries, global consumption has remained strong enough to absorb additional supplies.18:33 – Selling value during a smaller HRW crop Liedl outlines the milling, protein, moisture and baking characteristics that support the value proposition for Kansas and Southern Plains wheat.20:18 – Retaining customers and testing new blends The group discusses customer retention in Mexico, Venezuela, Nigeria, Latin America and Sub-Saharan Africa, including possible HRW-HRS blending strategies.22:25 – Russian wheat competition and higher costs Liedl explains why Russia will remain a major competitor but may be less willing to aggressively lower prices as production and energy costs increase.24:07 – Farmer profitability as the guiding goal The episode closes with Liedl discussing his remaining overseas office visits and emphasizing that producer profitability must remain the industry’s “north star.”25:20 – Closing and subscription reminder Kansas WheatWheatsOnYorMind.com

    U.S. Wheat Quality: Winning Beyond Price

  5. 30 Jun

    FSA Overhaul: Faster Help for Kansas Farmers

    Federal farm programs are changing, and Kansas wheat producers need to know what those changes could mean at the county office, in the crop insurance conversation and on the farm. In this episode, Aaron Harries talks with Richard Fordyce, USDA Under Secretary for Farm Production and Conservation, and David Schemm, Kansas FSA State Executive Director, about USDA reorganization, FSA modernization and the push to make farm program delivery faster and less paper-heavy. They discuss One Farmer, One File, modernized acreage reporting, coordination between FSA, NRCS and RMA, trade opportunities, input costs and the current mood across farm country. Key takeaways: USDA’s Farm Production and Conservation reorganization is aimed at reducing bottlenecks and improving service delivery, while Fordyce says county and state FSA office operations should continue serving producers. One Farmer, One File could eventually connect FSA, NRCS, RMA and crop insurance information in a more useful way for producers and staff. Acreage reporting may move from paper maps and manual entry toward interactive maps, phone-based reporting and, eventually, precision ag data imports. Crop insurance remains a key risk-management tool, with RMA focused on improving products and looking for better options in underserved crop areas. Despite tight margins, high inputs and market stress, the guests point to trade, domestic fertilizer production and farm program improvements as reasons for cautious optimism. Timestamped rundown 00:00–01:54 — Opening clips introduce the themes of USDA reorganization, reducing bottlenecks and improving service from the federal level down to county offices.01:54–05:18 — Richard Fordyce shares his background as a Missouri farmer, former Missouri Director of Agriculture and former FSA Administrator, including how his family farm continues operating while he serves in a Senate-confirmed role.05:18–10:21 — Fordyce explains how farm experience shapes government leadership, especially when balancing congressional intent, USDA leadership, stakeholder input and farmer-first decision making. David Schemm adds that Fordyce brings the “heart of a farmer” to the role.10:21–11:32 — The discussion turns to why farm background matters when explaining programs to producers and making discretionary decisions.11:32–13:20 — Schemm discusses the workload and producer impact tied to new farm program changes, including base acre allocation and implementation work by FSA staff.13:20–15:15 — Fordyce addresses USDA reorganization and restructuring, saying the goal is to reduce bottlenecks, improve response time and keep service closer to farmers.15:15–16:40 — Schemm introduces technology modernization by comparing old and new tractors, arguing that FSA needs 21st-century tools to serve 21st-century producers.16:40–22:10 — Fordyce gives a detailed explanation of One Farmer, One File, including form consolidation, IT modernization, shared data access, data security, interactive mapping and future precision ag integration.22:10–23:03 — Schemm says FSA is finally getting “auto steer on our tractor,” emphasizing the excitement among employees and the importance of county-office-level understanding.23:03–25:57 — Fordyce explains how better coordination between FSA, NRCS and RMA could help serve farmers more efficiently, while also highlighting RMA’s work on crop insurance products.25:57–27:38 — Schemm discusses the current mood in farm country: tough economics, high inputs and market pressure, but also optimism tied to trade and better times ahead.27:38–29:46 — Fordyce closes with thoughts on farm budgets, domestic nitrogen production, trade deals and keeping agriculture on the table in international negotiations.29:46–30:28 — Aaron closes by directing listeners to Farmers.gov and thanking Fordyce and Schemm for joining the show. Kansas WheatWheatsOnYorMind.com

    FSA Overhaul: Faster Help for Kansas Farmers

  6. 23 Jun

    Kansas Wheat Harvest: Smaller Crop, Bigger Stakes

    Kansas wheat farmers are facing a mixed harvest, fragile margins, and fertilizer markets that are finally easing but still hard to pencil. Aaron Harries and Justin Gilpin are joined by Mike O’Dea and Josh Linville of StoneX for a wide-ranging market discussion on Kansas harvest progress, hard red winter wheat quality, export competitiveness, fertilizer prices, and crop-input security. They cover what low yields and variable protein may mean for basis, why U.S. wheat is finding new export opportunity, and how producers can think through nitrogen purchases with so much uncertainty still in the market. Key takeaways: Kansas harvest started early, stalled with rain and humidity, and is showing wide differences in yield and protein. Hard red winter wheat has become more competitive in some export channels, including Mexico. Lower urea prices are helpful, but weak grain prices still make fertilizer decisions difficult. Buying fertilizer in layers may help spread risk in a confusing market. U.S. food security depends heavily on imported crop inputs, especially nitrogen, phosphate, and potash. Timestamped rundown 00:00 — Opening clips Mike O’Dea previews wheat export competitiveness, while Josh Linville frames the fertilizer market: prices are down, but grain prices are still painful.00:24 — Episode introduction Aaron Harries introduces the StoneX roundtable with Mike O’Dea, Josh Linville, and Kansas Wheat CEO Justin Gilpin.00:42 — An unusual Kansas harvest The group discusses an early harvest start, test cutting before Memorial Day, delays from rain and humidity, and combines beginning to roll statewide.01:54 — Field reports on yield and quality O’Dea shares early Kansas harvest observations, including low protein in parts of central and southern Kansas, stronger numbers farther west, and wide yield variation.03:00 — USDA numbers and crop size expectations The conversation turns to harvested acres, USDA yield adjustments, and the possibility of a hard red winter wheat crop around the 490-million- to 500-million-bushel range.04:14 — Wheat spreads and production history The group discusses Kansas City-Chicago relationships and compares the current hard red winter wheat situation with previous drought-impacted years.05:41 — Export competitiveness returns O’Dea explains how lower Kansas City futures have made U.S. wheat more competitive in some channels, including Mexico, while Black Sea and French values remain key comparisons.06:33 — Nigeria and global buyers Gilpin notes recent conversations with a Nigerian trade group and how quickly U.S. wheat competitiveness has changed in just a few weeks.07:33 — Europe, Russia, and global wheat quality O’Dea outlines possible quality concerns in southern Russia, heat risk in Western Europe, and the importance of milling versus feed wheat spreads later in the year.08:18 — Minneapolis wheat contract changes The discussion shifts to spring wheat, Minneapolis contract changes, and how those changes could affect futures, basis, and spreads.09:38 — Spring wheat tour outlook The Wheat Quality Council spring wheat tour is highlighted as a useful event to watch, especially with attention on spring wheat quality.10:30 — Urea prices fall sharply Linville explains that NOLA urea has dropped hard from recent highs, but weak grain prices still make the fertilizer-to-grain ratio difficult for producers.12:23 — Nitrogen demand destruction Linville says global nitrogen demand likely has been trimmed by a few percentage points, which can still represent a major tonnage shift worldwide.13:37 — Fertilizer buying advice The key advice: keep communicating with suppliers, follow both fertilizer and grain prices, and consider buying fertilizer in layers.15:11 — Crop inputs and food security The group discusses how U.S. food security depends on imported fertilizer and why that reality is drawing more attention from policymakers.16:49 — Nitrogen, phosphate, and potash strategy Linville argues for more domestic nitrogen production, stronger long-term phosphate relationships with allies, and maintaining strong potash trade with Canada.20:23 — Final wheat market outlook O’Dea says wheat futures may stay rangebound without a new production or quality problem, but he believes short-term lows may be in.21:31 — Closing The episode wraps with thanks to StoneX and a reminder to subscribe and share the podcast. Kansas WheatWheatsOnYorMind.com

    Kansas Wheat Harvest: Smaller Crop, Bigger Stakes

  7. 16 Jun

    Farmer-Owned Bread: Keeping Wheat Value Local

    A farmer-owned wheat, milling, and bakery project in Goodland could change how Kansas wheat reaches the grocery shelf. In this episode of Wheat’s On Your Mind, Aaron Harries talks with Brian Linin and Alan Townsend, co-founders of Golden Waves Grain, about their plan to receive wheat directly from farmer-owners, mill it into flour, and bake it into bread in one integrated facility. They explain how the model could create new value for wheat producers, strengthen rural jobs, improve traceability, and deliver fresher bread through a different grocery distribution system. Top 10 takeaways Golden Waves Grain wants to close the gap between wheat farmers and bread consumers. The project would receive wheat, mill flour, and bake bread in one Goodland facility. The model is farmer-owned in part. Producer shares include a delivery commitment, giving farmers both an investment role and a grain-supply role. The facility only needs a portion of local wheat production. The guests say the project would use about 2 million bushels a year, while Sherman County produces far more than that. The payoff for farmers is both ownership and premium opportunity. Producer investors would receive above-local-market premiums tied to their delivery commitments. Distribution is central to the business case. The project aims to reduce costs by delivering bread through a warehouse distribution model rather than the traditional bread-truck system. Freshness is part of the product story. Lennon emphasizes using fresh wheat and fresh flour rather than grain and flour that have been stored for long periods. The bread process matters. The team is focused on sponge-and-dough baking, a slower method they believe can improve flavor, texture, and eating quality. Traceability could help farmers tell their story. Consumers may be able to connect the bread back to the farmer-owners who grew the wheat. The project could be a major rural economic driver. Lennon says the plant is projected to create 141 jobs in the Goodland area. Golden Waves Grain could create new wheat-quality feedback loops. Townsend says the plant may help identify wheat varieties and production practices that perform best in milling and baking. Detailed timestamped rundown 00:00–01:52 — Opening and guest introductions Aaron Harries introduces Brian Linin and Alan Townsend of Golden Waves Grain, a Goodland-based project built around growing wheat, milling it, and baking it into bread in one place.01:52–04:08 — The Golden Waves Grain elevator pitch Brian explains the plan: farmer-owners deliver wheat, the facility mills it into flour, and the flour is immediately baked into bread and buns. He outlines the scale, including two bread lines and distribution through Associated Wholesale Grocers.04:08–06:49 — How the idea started Alan traces the concept back to 2020 and his experience with 21st Century Bean Processing, a farmer-delivery, value-added model that inspired the wheat project. He also explains how partners including Tony Adams, Dave Owen, Brian Linin, and others came together.06:49–11:07 — Farmer ownership and capital structure Brian describes the producer-share model, delivery commitments, wheat premiums, strategic investors, equity raise, bank financing, projected construction cost, and hoped-for timeline to begin baking bread by January 2028.11:07–13:34 — Why the distribution model matters Alan explains how the project is designed around reducing costs in the supply chain, especially by moving bread through warehouse distribution instead of the traditional bread-truck model.13:34–14:52 — Why no one has done this before Alan says one of the hardest parts is organizing producers around a new value-added wheat model. He compares the future potential of Golden Waves Grain to how the bean company evolved over time.14:52–18:18 — Product quality and fresh bread Brian explains why the team believes the bread itself will stand out: fresh wheat, fresh flour, sponge-and-dough fermentation, and a focus on eating experience rather than simply shaving pennies from production cost.18:18–20:02 — Whole wheat, mids, and byproducts Alan and Brian discuss mill byproducts and how adding more whole wheat flour into bread formulas could keep more of the wheat kernel in food products rather than sending it out as feed.20:02–21:16 — Traceability and farmer identity Alan describes the consumer-facing story: farmers are proud of what they grow, and this project could make them the face behind the bread.21:16–23:40 — Rural community impact and water realities Brian and Alan talk about Goodland, job creation, the loss of past rural industries, the Ogallala Aquifer, dryland wheat, and why value-added wheat matters for the long-term future of western Kansas.23:40–25:44 — Jobs and workforce model Brian says the project is projected to create 141 jobs and explains the planned shift structure, with 12-hour shifts that could help attract workers from a broader region.25:44–27:45 — What success looks like Brian defines success as a profitable, efficient plant that is a reliable bread supplier and a top workplace. Alan adds that success includes making farmers more sophisticated about wheat varieties, baking quality, and production practices.27:45–28:45 — Kansas support and local companies The guests discuss support from the state of Kansas and the use of Kansas-based or regional companies involved in construction, milling, flour handling, and bakery systems.28:45–30:36 — How to learn more Brian directs interested farmers and investors to Golden Waves Grain’s website, and Aaron closes the episode. Kansas WheatWheatsOnYorMind.com

    Farmer-Owned Bread: Keeping Wheat Value Local

  8. 2 Jun

    Wheat, Fiber, and the Food Pyramid

    Wheat is being pulled into bigger national conversations about dietary guidelines, school meals and ultra-processed foods. In this episode, Aaron Harries talks with Erin Ball, executive director of the Grain Foods Foundation, and Leah Johnston, director of nutrition strategies and communications with Wildhive Strategic Communications. They explain how the grain foods industry is responding to changing nutrition guidance, why wheat’s fiber and nutrient contributions matter, and how farmers can help tell a clearer story about wheat’s role in healthy, practical diets. Key takeaways: Wheat contributes fiber, plant protein, B vitamins, folic acid, magnesium and other nutrients that are often overlooked. Grain foods advocates are watching how new dietary guidance could affect school meals, food costs and student acceptance. The ultra-processed food debate is complicated, and Ball says the science is still unsettled. Johnston argues the wheat message should focus on nutrition, real meals and consumer relevance—not defensiveness. Farmers can help by explaining that wheat is a plant-based food that supports better diet quality. 00:00–01:10 — Aaron Harries opens the episode and introduces guests Erin Ball of the Grain Foods Foundation and Leah Johnston of Wildhive Strategic Communications. 01:10–03:44 — Erin explains the Grain Foods Foundation’s mission, its origins during the Atkins-era carbohydrate backlash, and its shift toward investing in nutrition science and consumer communications. 03:44–05:21 — Leah gives the elevator pitch for wheat nutrition, calling wheat an overlooked nutritional powerhouse because of fiber, plant protein, vitamins, minerals and enrichment benefits. 05:21–09:30 — Erin discusses the new dietary guidance and “inverted food pyramid” concern, including research being developed to model nutrition and cost impacts. 09:30–12:22 — Leah explains the communications challenge: rather than arguing with a federal visual, grain foods advocates need to reframe the conversation around real meals, practical benefits and consumer choices. 12:22–16:52 — Erin describes school meal concerns, including cost, cafeteria equipment limitations, student acceptance and the risk of overly limiting grain servings. 16:52–18:19 — Justin Gilpin thanks Erin and Leah, praises the Grain Foods Foundation’s work and raises the issue of ultra-processed foods. 18:19–22:42 — Erin digs into the UPF debate, saying the science is unsettled, definitions remain difficult and the conversation should return to nutrients of concern such as added sugar, sodium and saturated fat. 22:42–24:36 — Leah adds that processing level alone does not tell the full nutrition story and points to research looking at nutrient-dense “healthy grains,” including both whole and refined grain foods. 24:37–28:43 — Erin offers advice for wheat farmers: start with the basics, explain that wheat is a plant, lean into wheat’s plant-based protein story and show how grain foods help people eat more balanced meals. 28:43–29:31 — Aaron closes the episode and directs listeners to subscribe and find past episodes at Wheat’s On Your Mind. Kansas WheatWheatsOnYorMind.com

    Wheat, Fiber, and the Food Pyramid
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About

Wheat's on Your Mind is the go-to podcast for anyone involved in the wheat industry, from farmers and agronomists to grain marketers and researchers. Hosted by Kansas Wheat's Aaron Harries, this podcast covers everything you need to know about wheat—from the latest market trends and technological advancements to practical tips on crop management and sustainability. Each episode offers valuable insights into the challenges and opportunities facing wheat producers, helping you stay informed and ahead of the curve. Whether you're in the field or behind a desk, Wheat's on Your Mind delivers the knowledge you need to succeed in the world of wheat.

Information

  • Creator
    Kansas Wheat Commission
  • Years Active
    2023 - 2026
  • Episodes
    97
  • Rating
    Clean
  • Copyright
    © 2024 - Wheats On Your Mind

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