Challenge: Educate bakers to the process and challenges of organic wheat farming. Focused on how organic wheat farming practices are different and better for the environment. Highlight the care that King Arthur takes to ensure their flour is milled to specific specifications.

Solution: Long form editorial style videos and photography that capture the beauty of the American breadbasket and pay homage to the dedication and stewardship organic farmers have for their land. By profiling a King Arthur organic wheat farmer, we learn of the creativity and ingenuity required to succeed, and the passion he has for preserving his farm for future generations. A narrative that balances the positive environmental impact of organic farming and demonstrates the care that goes into crafting consistent flour.

Director: Scott Slusher
Director of Photography: Randy Quartieri