Run of the Mill
“It has been a personal ambition to mill my own product and sell directly to customers ever since I heard the phrase ‘vertical integration’ in Dr. Bogg’s Ag Economics 101,” Wagner says. “However, in reality there are many problems with the concept. Chief among those is how does one differentiate their product from the rest of the pack.” Wagner says today there are between 15 and 20 varieties of rice planted in the Mid-South, where in the past only a few varieties were planted in all of the U.S. The influx of multiple varieties has actually opened up new markets for Wagner.