Hi everyone,
We’re two passionate Germans exploring the possibility of introducing authentic German spelt flour to the U.S. market, and we’d love to hear your thoughts!
We’ve noticed that many Americans struggle with certain types of flour commonly available here—whether it’s due to digestive issues, concerns over processing methods, or the use of pesticides. This got us thinking: could high-quality, naturally-produced German spelt flour be a better alternative?
The spelt flour we plan to import comes from family-run mills that have been in operation for up to 13 generations. The spelt itself is grown in Germany without harmful pesticides and processed as naturally as possible, preserving its nutritional qualities and rich flavor.
Spelt has been a staple in German baking for centuries, known for its nutty taste, digestibility, and versatility in both bread and pastries. It's a bit different from traditional wheat flour and may offer a more wholesome option for those seeking alternatives.
We’re curious:
- Would you be interested in trying flour like this?
- Do you think there’s room for a product like this in your kitchen or local market?
- What are your biggest frustrations with the flour currently available in the U.S.?
We’re hoping to bring a little piece of Germany to American kitchens, but first, we want to understand what matters most to you when it comes to baking and flour.
Looking forward to hearing your thoughts and having a conversation about baking, quality ingredients, and tradition!
Thank you in advance for sharing your insights. 😊
I would be interested in trying some out, as would many others on this site. That in itself would be a very small market, I think. There is interest beyond TFL, based on seeing quite a few articles on baking with spelt. I don't think you would have a hope of getting into an ordinary US supermarket. Your operation would have to be very well known and have a very large production volume for that to happen. It's possible that you could get into one or another small specialty food stores. Generally speaking, there seems to be an increasing interest in all the "ancient" grains.
Price would certainly be a factor. I can buy high quality, organic, stone-ground spelt flour from a local mill for $2/lb, or about $4.40/kg, plus shipping when it's closed for the winter. Several other sites I found on line were more expensive. So you would have to be able to sell in that range of prices.
My biggest frustration with US flours is the lack of information of important flour properties such as W and P/L. Next to that, perhaps, is the lack of standardization of rye flours in the US.
The modernist team wrote something very interesting about rye flour in America: https://modernistcuisine.com/mb/the-difference-between-american-rye-and-european-rye/
That's very interesting, thanks for the link.
The problem with the comparison photo they post to illustrate their point is that the bread on the left is a vollkornbrot, which in a blown up photo seems to be made mostly of cracked rye, and the bread on the right is made from light rye.
I agree that the market on TFL alone would likely be quite niche. However, I believe the growing interest in ancient grains and mixtures as well as specialty flours, as you mentioned, presents an exciting opportunity to reach a broader audience beyond just dedicated baking enthusiasts. Small specialty food stores and local co-ops could be an excellent entry point for building brand recognition and connecting with the right consumers. I think when it come to bigger retail stores we can compete with the general all purpose flour because if you bake the break from our flour you will live way more healthier.
Regarding price, I completely understand the need to stay competitive. Our goal is to offer a product that balances exceptional quality with affordability. We aim to ensure that our pricing aligns with similar premium products while offering unique selling points like European authenticity and sustainable production practices.
You also touched on a frustration shared by many: the lack of transparency regarding important flour properties like W and P/L values. This is something we plan to address by providing detailed specifications for all our products. Like nutrition facts, where the milles are, how they produce the flour and the people behind it. We believe this clarity will resonate well with customers who are particular about their baking needs, especially for rye, spelt or even wheat flours.
I think that you will find 1) it's hard to get your products into large supermarket chains in the US; 2) most flour in the US is not bought for making bread (I'm guessing here but I think with good grounds) but for other uses, for which spelt will not seem appealing. Of course, this just means that your market research needs to be even more thorough than it might otherwise be.
Many spelts have been further hybridised with modern wheats not making them true spelt. In the UK (so not really applicable to the question however...) we do have true spelt available. Out of curiosity what variety of spelt are you talking about?
In Germany, spelt is considered one of the purest grains. German spelt is often cultivated under strict agricultural standards, avoiding the use of pesticides and chemical fertilizers. Additionally, many spelt varieties in Germany remain closer to the original form of the grain, making them highly digestible and suitable for people with sensitive stomachs.
In contrast, spelt in the U.S. is often a hybrid or blended with other grains to optimize yield and processing. This means it may not undergo the same strict quality controls, and pesticides or additives might be used. As a result, German spelt is generally purer and better tolerated.
When it comes to bread mixes, German and U.S. approaches are also vastly different. A typical German bread mix contains only 3–4 natural ingredients (like flour, salt, yeast, and water). In the U.S., bread mixes often have 15–20 ingredients, including preservatives, sugar, emulsifiers, and artificial flavors to enhance shelf life and taste.
However I don't think you'll get much joy out of approaching a forum. You'll need to contact distributors.
You are absolutely right, but at the end of the day the people out there will buy it, so i have hope to get some good answers^
Those of us who mill our own flour are always on the lookout for sources of quality grain, especially if the prices are competitive.
Paul
I use spelt flour in the majority of my bakes. For the past few years, I have purchased organic spelt berries from three trustworthy sources and mill it usually right before mixing my dough.
I cannot attest to the genetics of the spelt berries I use, but I find no fault with their performance or flavor. That said, I am always ready to try something that might be better, if the cost is reasonable.
David
Let me put it this way - a local ethnic store put some Polish spelt flour on their shelves. That was more than a year ago and it's still there.