That milled flour contributed significantly to the survival and prospering of early human beings should not only be a source of pride for modern-day milling. It also should spur the industry to seek to capture a similar role in what is now a totally different, but still highly challenging, human environment.
In the same manner that technology has affected the gathering and dissemination of information and led to the fragmentation of the news media, it will have a similar impact on the marketing of consumer goods.
Many of the largest food companies have launched numerous studies to examine how
concerns for wellness may be shifted to give more attention to reducing calories.
Wal-Mart will have to face the task of not just growing its retail operations (in Africa), but of bringing along a (food production) system that will initially fall short of matching the efficient supply chain it has established in America and other developed nations.