Marketing organic pasta from big sandy to Rome: It's a long kamut

Bob Quinn spent 20 years propagating an ancient Egyptian wheat variety that is generally known as Khorasan wheat. Bob trademarked his wheat variety using the brand name "Kamut®." Kamut® brand wheat contains some nutritional, health, and taste advantages over modern wheat varieties, but lacks some of modern wheat's agronomic advantages. Kamut® brand wheat is organically produced, and is used to make cereals, breads, cookies, snacks, pancakes, bread mixes, bulgur, pasta, and baked goods. Whole wheat products produced from Kamut® brand wheat are less bitter than those produced from modern wheat varieties. Europe represents approximately two-thirds of the market for this product.