Project Local: Humble Flour Co.

New Zealand imports around 80% of the wheat used to make flour, nearly 250 million kilograms every year. At the same time, local growers are quietly exiting the industry.

That’s the gap Hamish and Simon set out to close when they started Humble Flour Co.

“Our mission is to build a resilient local grain economy — giving Kiwis access to locally grown grains whilst supporting local growers and millers,” Hamish says. “For us it’s a no-brainer.”

Grown in Hawke’s Bay.

All of Humble’s wheat comes from a single source: Ludlow Farm in Ōtāne, Central Hawke’s Bay. Simon, co-founder and fifth-generation arable farmer, grows it himself.

Hawke’s Bay is better known for apples and wine, but as summers get hotter and drier the region is emerging as a serious contender for milling wheat. Simon’s approach is deliberately low-input. They work with nature, sunlight, water, and soil health, rather than against it. Last year he was named both East Coast Farm Environment Award winner and Hawke’s Bay Farmer of the Year.

“The goal is simple,” Hamish says. “Leave the land in a better state for the next generation.”

Milled the slow way.

Once harvested, the wheat travels to Organic Flour Mills in Palmerston North. There it’s milled on a Zentrofan mill, a German-designed system that uses air pressure rather than heavy rollers. The process creates almost no heat, which means more of the natural flavour and nutrition stays in the flour.

Humble focuses exclusively on whole wheat. That means the bran stays in, the part that carries the flavour and the fibre. Nothing is stripped away for the sake of a finer, more commercial product.

And because they mill to order in small batches, the flour that ends up in our bakery is as fresh as it can be.

Why it matters to us.

At Volare we’ve always believed that better ingredients make better bread. Working with Humble Flour Co. means we’re using wheat grown in New Zealand, milled with care, and delivered with minimal food miles. It’s a small but meaningful part of building a more resilient local food system, one that supports growers, millers, and the people who bake with the results.

Hamish and Simon’s partnership is a classic case of complementary strengths. Simon brings deep farming knowledge and a long-term view of the land. Hamish brings the market side, connecting that grain to bakers and home cooks who care about where their food comes from.

Where you'll taste it.

You’ll find Humble Flour in our Pain au Levain, Volare Grain Sourdough, Gourmet Burger Buns, Sourdough English Muffins, Focaccia, and Dinner Rolls.

The flour is milled to order in small batches, so what goes into the dough is as fresh as possible. That freshness shows up in the flavour and character of the finished bake.

If you’d like to take some home, Humble Flour is available in our stores and online. You can also find it at Farro stores across Auckland and Moore Wilson’s in Wellington and the Wairarapa.

We’re proud to be part of what Hamish and Simon are building. Supporting local growers, keeping more of New Zealand’s grain in New Zealand, and putting better flour into the bread we bake every day — that’s Project Local at its best.