Why can’t the supply chain keep up with organic bakery product demand? Understanding miller, distributor, and baker organic wheat quality perceptions and needs

While the demand for organic wheat products in U.S. is strong and continues to grow, supply actually decreasing part due grower challenges related declining yields quality. This study examines perceptions, requirements, needs of millers, distributors, bakers surrounding quality supply. We also use ordered logit models examine which factors indicators influence ratings alone when compared conventional wheat. Study data were collected winter 2020/2021 through two online surveys. Results show that both millers/distributors rated consistent from suppliers as very important they consider protein content primary However, differ their quality, perceive be higher than millers just opposite. There was disparity importance other indicators. provides pertinent findings on perceptions buyers across chain. will especially informative growers, breeders, researchers seeking improve yields.