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# Premium Flour Makers Cash In on High-Fiber Food Trends
- URL: https://adjacent.media/signals/premium-flour-makers-cash-in-on-high-fiber-food-trends/
- Published: 2026-06-01T16:09:38.000Z
- Updated: 2026-06-01T16:09:38.000Z
- Description: The craft flour market is capturing real purchasing power from consumers willing to pay 2-3x retail prices for whole grains and heritage varieties. Wellness influencers and professional kitchens both drive legitimacy across channels.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, consumer behavior, attention economy, creator economy mechanics

Source: [NYT > Business](https://www.nytimes.com/2026/06/01/business/craft-flour-maha.html?ref=adjacent.media) (paywall)

The craft flour market is capturing real purchasing power from consumers willing to pay 2-3x retail prices for whole grains and heritage varieties. Wellness influencers and professional kitchens both drive legitimacy across channels. Millers are scaling production and retailers are allocating shelf space—a shift from trend talk into permanent SKU allocation. The category bundles three consumer anxieties (processing, nutrition, artisanal provenance) into one premium format where margins justify the marketing spend.