Winter ag seminar features head of Wheat Montana

Sharing dreams makes them come true, says one of Montana’s most successful entrepreneurs.

Dean Folkvord shared his successful dream Friday afternoon with about 150 Montana farmers and ranchers gathered in Billings for the annual January Thaw at Rocky Mountain College. Not that Billings has any ice to thaw this winter – the dawn temperature was near 40 degrees Friday.

By JIM GRANSBERY
Of The Gazette Staff

RMC’s winter seminar for agriculturists featured Folkvord as the luncheon keynote speaker.

Folkvord, general manager and chief executive officer of Wheat Montana, presented an overview of the past 10 years in which his family went from raising wheat near Three Forks to creating a corporation that keeps most of the money in the family or in Montana. The wheat that grows in nearby fields is ground, baked and sold at Wheat Montana’s main outlet west of Three Forks along the Interstate.

Folkvord said the first criteria for success is to give the customer what they want not what you want them to have. An example is not just raisin bread, but "cinnamon raisin raisin bread."

"They wanted more raisins," he said.

"And what they say they want is different than what they buy," he noted. The company’s aim was to produce whole wheat bread, but demand for white bread was so great Wheat Montana had to produce it.

He said a great amount of time and effort went into packaging, which was somewhat unconventional by putting the flour into clear plastic bags. Wheat Montana also produces a "Half Loaf," which required retooling bakery pans.

Wal-Mart carries Wheat Montana flour products in its warehouses in Utah and New Mexico, Folkvord said, because it fits Wal-Mart’s everyday low price philosophy.

"Wal-Mart can take care of you for the rest of your life, if you can supply their demand," he said.

Because of the success of the deli at Three Forks, Wheat Montana has opened one in Kalispell, is building one in Helena and is looking for a partner in Billings, Folkvord said.

Another key to success is to keep about six experiments in the pipeline at all times because the public is always looking for new products. He mentioned a bakery in the Twin Cities that is using Wheat Montana flour exclusively. "Using a clean, quality flour from a farm in Montana is leveraging our name into their product," he said.

Also in the merchandise future are wheat bouquets for decoration, and memorabilia such as bowls and Wheat Montana flour canisters.

"Somehow I just cannot imagine that anyone would put Gold Medal flour into one of our canisters," he said.

"Share your ideas with other dreamers," he said. "Let’s dream together in Montana. This is the place we all want to live."

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